Case Study: Russell Investments boosts ETF brand awareness with Living Group

Russell Investments boosts ETF CTR 200%–500% above benchmark with Living Group

Russell Investments, a pioneer in the multi-manager model, sought to raise awareness of its newly launched ETF platform and enhance its brand recognition among consumer investors. Their challenge was to create a bold and distinctive advertising campaign that would stand out in the highly competitive ETF market. They partnered with the vendor Living Group to develop this campaign.

Living Group developed the strategic 'Imagine' campaign, which used aspirational messaging and unconventional, eye-catching visuals to challenge investors to envision their future retirement. This solution successfully elevated the Russell Investments brand, with the campaign's display advertising CTR performing between 200% and 500% above the industry benchmark. The results saw Russell Investments' range of ETF funds surpass $776 million in assets under management.

Russell Investments