In December 2020, Hyperion briefed BlueChip that it was planning to launch its global equities fund on the ASX. The timing was tight, just under three months until launch inclusive of Christmas and New Year shutdowns. This was the first time the fund manager had launched a listed product. The stakes were high, but the brief was simple – achieve maximum take up of the active ETF.
BlueChip’s integrated marketing and PR campaign to launch Hyperion Asset Management’s Hyperion Global Growth Companies Fund (Manage Fund) (ASX: HYGG) helped the asset manager achieve the largest first day trading volume of any exchange traded fund (ETF) launched on the ASX.
Hyperion has been a client of BlueChip for over a decade, initially with a scope focused solely on PR but now, as one of Australia’s best-performing active fund managers, Hyperion relies on BlueChip for both profile raising and direct to retail marketing for funds under management (FUM) growth. With pre-existing knowledge of the client, audience and product offerings, BlueChip undertook additional research including:
Since its listing in March 2021, HYGG has also seen its profile rise with strong levels of liquidity after becoming the first exchange traded product on the ASX to reach $200m of assets in its first three months.
Hyperion Asset Management has enjoyed over two decades of success, providing direct investors, and institutional and financial adviser clients with award-winning Australian and Global equities portfolios. Its mission is to protect and grow its client portfolios sustainably and it delights in finding new opportunities that create value over time.
Hyperion Asset Management’s plan to list their global equities product on the ASX signified new opportunities for greater fund flow. Their active ETF offers investors access to high calibre companies primarily listed on a recognised global exchange. With the existing momentum-driven from their unlisted global equities fund Hyperion Global Growth Companies Fund (Managed Fund), BlueChip was assigned with an integrated marketing and PR campaign to help Hyperion Asset Management drive exposure, nurture prospects and generate maximum fund flow for their new listed active ETF.
With pre-existing knowledge of the client, audience and product offerings, BlueChip undertook additional research to assist them through a new market of active ETFs. Understanding the need to position their product away from competitors and distinguish new opportunities for direct, institutional and adviser investors, BlueChip conducted research such as:
BlueChip provided and implemented a clear overarching strategy that guided tactical development and execution.
To achieve these results, the BlueChip team developed an integrated marketing campaign to reach existing and new direct retail investors using:
All activities included tracking codes so we could monitor the effectiveness of each campaign from both a reach and cost per acquisition perspective.
We developed a full integrated comms strategy and helped our client achieve maximum investment in the active ETF through raising awareness and generating new leads.
Mark Arnold, Managing Director, Chief Investment Officer & Lead Portfolio Manager at Hyperion Asset Management.
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Sydney NSW 2000
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