Case Study: AllianceBernstein launches its first ETFs with Living Group’s disruptive campaign

AllianceBernstein launches ETFs and reaches $17B AUM with Living Group

AllianceBernstein (AB), a global asset manager, faced the challenge of launching its first two exchange traded funds (ETFs) into an overcrowded market. The vendor, Living Group, was tasked with creating a campaign that would leverage AB's reputation as a strong active manager and prevent its new funds from being seen as an afterthought.

Living Group implemented a solution that began with an accelerated discovery process, including a competitor review and internal workshops. This led to a disruptive campaign built on a messaging strategy focused on being active, responsive, research-driven, and human. The creative used the Radiotelephony Spelling Alphabet and soundwave-inspired visuals to cut through the noise. The vendor delivered a full suite of digital, social, and print advertisements. As a result, AB's expanding range of ETFs has amassed over $17 billion in assets under management since the October 2022 launch.

AllianceBernstein (AB)