Case Study: CFA Institute more than triples engagement with Brightcove's Video Marketing Suite

CFA Institute More Than Triples Engagement With Global Video Campaign

CFA Institute, the global non‑profit that administers the Chartered Financial Analyst® program, shifted its marketing focus from member-only educational communications to broader brand and mission awareness across investors and regional audiences. The challenge was to raise global awareness of the Institute’s ethical and professional standards, increase engagement—especially among younger, tech‑savvy audiences—and measure what content worked across 75 markets worldwide.

Working with Brightcove, CFA Institute used the Video Marketing Suite, Brightcove Social and Gallery Live plus analytics to localize content, optimize video length and timing, and distribute live and on‑demand clips across social channels. The results: the “What to Expect on Exam Day” video grew from an engagement score of 20 to 71 with 53,000 views, conference and Research Challenge live/VOD content drew 20,000 and 10,000 views respectively, and the program drove strong engagement growth in APAC and Latin America along with record exam registrations and higher brand awareness.

CFA Institute

Mitchell Forst

Global Video Production Manager