Financial advisors prefer iShares ETFs. But their clients often haven't heard of them. I was part of the agency team that conceived and evolved the iShares Core campaign in 2016 and 2017, and led creative and copywriting on all banners, rich media, video and social posts.
I scripted a series of videos for the first phase of the campaign focused on the life goals that inspire people to invest. We focused in on four: retirement, paying for college, growing a family and starting a business.
As the campaign evolved, Twitter and Facebook grew in importance, along with timely messaging.
Paying for college.
Starting a business.
Retirement: The ultimate goal.
I led concept and ux development for simple tools, like this one that let investors build a Core portfolio in about a minute.