Vanguard Market Volatility Campaign:
In this standalone campaign, we created a series of coordinated emails and articles to tell investors a story about the history of market volatility, and what you can do when you’re feeling anxious about your investments. We reassure clients that markets will even out as they always do, even after noteworthy market crashes.
What I appreciated most about this campaign was that our strategy wasn’t simply to tell investors their best and only course of action is to stay invested with us. We offer helpful history and statistics, and even identify special cases when they may actually need to make some adjustments to their financial plan. Our goal is to show clients we’re really looking out for their investment success.
Deliverables:
I worked with strategists, writers, designers, and an investor behavioral expert to create a series of 4 articles and coordinating emails, and different versions of emails based on client segmentation research.
Outcome:
The messaging in this campaign supports Vanguard’s overall retail marketing strategy to keep investors feeling secure and confident that their financial plans are built to last. These articles and emails began rolling out in late 2021 and early 2022. Read the first article, which was posted in November 2021.