INTEGRATED CAMPAIGN CASE STUDY
FORBES CAMPAIGN
Forbes “Make Your Impact” Campaign was a brand campaign and exclusive partnership sponsored by Forbes supporting the company’s goal to be known as a leader in responsible investing. As one of its first major campaigns using an in-house agency, Make Your Impact marked Nuveen’s third collaboration with Forbes on its annual Forbes 400 / Impact 50 issue, and used this platform to illustrate the breadth of Nuveen’s differentiating approach to impact investing.
01. Objectives
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Brand Awareness: Position Nuveen as a leader in responsible investing.
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Storytelling: Inspire action through the stories of campaign heroes (Jessica Calvo, Ed Williams, and Isaac Velasquez) whose lives improved due to Nuveen client investments.
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Omnichannel Reach: Utilize multiple touchpoints, including print advertising, video centerpieces, and digital ad sponsorships, to engage the audience across platforms.
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Highlight Nuveen’s Impact: Showcase Nuveen’s impact philosophy through income, real estate, and responsible investing.
02. Touchpoints
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Print Advertising: A 4-page print advertising feature in the Forbes 400 issue (published on September 8, 2020) introduced the audience to Nuveen’s campaign heroes and impact philosophy.
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Video Centerpieces: Three impactful videos shared the courageous stories of the campaign heroes across various digital platforms.
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Digital Ad Sponsorship: An exclusive Make Your Impact digital ad sponsorship on Forbes.com throughout 2020 further amplified the campaign’s reach.
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Social Activations: Targeted social activations on LinkedIn, Twitter, and Instagram via both Forbes’ and Nuveen’s platforms engaged the audience.
STRATEGY AND EXECUTION
01. GET
Objective: Attract the attention of the target audience and create awareness about Nuveen’s responsible investing approach.
TACTICS:
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Forbes 400 Print Feature: A 4-page print advertising feature in the Forbes 400 issue (published on September 8, 2020) introduced the audience to Nuveen’s campaign heroes and impact philosophy.
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Exclusive Digital Ad Sponsorship: An exclusive Make Your Impact digital ad sponsorship on Forbes.com throughout 2020.
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Social Activations: Targeted social activations on LinkedIn, Twitter, and Instagram via both Forbes’ and Nuveen’s platforms.
02. TO
Objective: Transition the audience from awareness to understanding Nuveen’s differentiating approach to impact investing.
TACTICS:
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Video Centerpieces: Three impactful videos revealing the campaign heroes’ courageous stories across various digital platforms.
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Dedicated Landing Page: All campaign assets drove to a dedicated landing page showcasing our campaign heroes’ stories while highlighting Nuveen’s impact more broadly through the lens of income, real estate & responsible investing.
03. BY
Objective: Create a positive emotional connection with the audience.
TACTICS:
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Campaign Heroes’ Stories: The inspiring stories of Jessica Calvo, Ed Williams, and Isaac Velasquez demonstrate the positive ripple effect created by Nuveen’s products.
04. THINK
Objective: Encourage critical thinking and consideration of Nuveen as a key player in responsible investing.
TACTICS:
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Impact Philosophy: Introduce Nuveen’s impact philosophy through the print feature and videos.
05. FEEL
Objective: Evoke emotions related to positive change and impact.
TACTICS:
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Emotional Storytelling: The heroes’ stories evoke empathy and inspire action.
06. DO
Objective: Drive action and engagement.
TACTICS:
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Call to Action: Encourage viewers to explore Nuveen’s impact further on the dedicated landing page.
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LinkedIn Growth: Increase followers by targeting the right audience
Results
Motion Design System
Our motion design system now aligns seamlessly with the overall brand refresh. Animations are purposeful, engaging, and reinforce key brand messages.
Cross-Channel Brand Development
The brand refresh has been successfully implemented across all touchpoints: website, social media, email campaigns, and physical collateral.
Data-Driven Design
A/B testing played a crucial role in refining our brand elements. Insights from user behavior guided adjustments, resulting in more effective communication.
Awards
Gold - B2B, Social Paid Media
2020 Paid Social Media Campaign.
Sep 2021, 27th Annual FCS Portfolio Awards
Silver - Corporate Image
Nuveen "Make your impact" Landing page.
Sep 2021, 27th Annual FCS Portfolio Awards
