Multi-award winning fund manager Hyperion Asset Management wanted to expand its product offering into global equities and the direct investor audience; two niches it had not focused on previously and which required a different approach.
Although the elements were there – a well-proven investment philosophy, deep expertise and a strong investment team - Hyperion Asset Management’s challenge was to speak to a new customer base in accessible, engaging language that would clearly demonstrate its expertise, create high levels of trust and digitally drive new funds under management.
Enjoying two decades of success, Hyperion Asset Management’s successful investment process, relationship management and public relations program had helped it build a strong profile as an expert in Australian equities, particularly among institutional investors and financial advisers.
Its mission is to protect and grow its client portfolios sustainably and it delights in finding new opportunities that create value over time.
We developed a full content marketing strategy which included:
Hyperion Asset Management was open to adopting a range of new tactics to attract a new customer base and expand its positioning. Taking a ‘test and learn’ approach to new tactics and channels, ensured the team was using experimentation and market feedback to evolve the program and drive increasing ROI on the marketing investment.