As one of Afterpay’s strongest institutional supporters in Australia, Hyperion wanted to create publicity and attention around its Global Growth Strategy which had continued to perform well and gave investors solid exposure to structural growth companies like Afterpay and Square that were continuing to reshape the merchant-to-buyer dichotomy of digital commerce transactions.
BlueChip developed an integrated marketing campaign to reach existing and new direct retail investors using:
As a result, the last 12 months saw Hyperion Asset Management achieve record retail direct fund inflows. Attribution analysis and tracking clearly show the direct relationship between campaign activity, such as digital engagement and media mentions, and new investors and funds under management (FUM) growth.
Hyperion Asset Management is a boutique Global and Australian equities fund manager based in Australia. Its mission is to protect and grow its client portfolios sustainably and it delights in finding new opportunities that create value over time.
BlueChip’s longstanding relationship with Hyperion started initially with traditional media relations targeting direct retail investors, institutions and clients of financial advisors. but now the global fund manager relies on BlueChip for both profile raising and direct retail marketing for FUM growth. It currently has over $11 billion+ funds under management and has received multiple Australian awards for fund manager of the year. You can read here to learn how we helped Hyperion Asset Management's active ETF achieve A$8 million inflow on the first trading day, breaking the ASX record.
BlueChip’s comprehensive multi-channel campaign drew on insights from James Eyers and Jonathan Shapiro’s novel, ‘Buy Now Pay Later: The Extraordinary Story of Afterpay’ to highlight why Afterpay was, in Hyperion’s view, one of Australia’s most “criminally misunderstood stocks”.
As a result, the last 12 months saw Hyperion Asset Management achieve record retail direct fund inflows. Attribution analysis and tracking clearly show the direct relationship between campaign activity, such as digital engagement and media mentions, and new investors and funds under management (FUM) growth.
To achieve these historic high results, BlueChip’s integrated marketing approach to this global deal positioned Hyperion as a leading expert in helping the market and media stakeholders understand why the acquisition was so exciting for Australia’s tech and financial services and industry, the strategic objectives of both companies involved and what lay ahead.
The media campaign, which involved a combination of exclusive interviews and newsjacking at different points of the news cycle, saw important analysis delivered across what Afterpay’s growth journey would look like, the key outtakes for investors following the acquisition by Block and how a combined entity could create economies of scale across both markets. The reactive commentary in the lead up to the deal, during the proposed takeover and once it was finalised allowed Hyperion to continue to set the agenda as Australia’s leading fund manager whose expertise in identifying “New World” disruptors was demonstrably shown with the market’s positivity and reactions to the deal as it broke.
This media campaign was coupled with an integrated marketing campaign across socials, EDMs, newsletters as well as several expert insights webinars that saw BlueChip work with Hyperion on reaching its retail audience and driving higher levels of engagement. This was achieved through organic posts and content used to drive further lead generation and website traffic, ensuring that the momentum of the news articles continued to be sustained with Hyperion’s own channels.
All activities included tracking codes so we could monitor the effectiveness of each campaign from both a reach and cost per acquisition perspective.Afterpay’s future in the hands of part-time CEO
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During the campaign period (August 2021 – January 2022), Hyperion’s website traffic increased YoY. Compared to the previous year (2020):
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