Success story · Performance marketing

Precisely timed fixed income ETF campaign drives 16m+ impressions

How a global asset manager carved out a distinctive position in a saturated ETF category by going to market at the exact moment advisors were rethinking allocations.

Client sector
Asset management
Solution
Performance marketing
Region
United States
Key results
16m+ impressions72%+ took secondary action
Challenge

Standing out in a crowded ETF market

Market volatility and shifting rate expectations pushed actively managed fixed income ETFs back into focus, giving the client a narrow window to differentiate in a crowded category. Advisors were reassessing allocations amid inflation concerns and rate uncertainty, actively seeking income-generating, risk-managed, flexible solutions.

Most competing asset managers met this moment with broad, generic ETF messaging. The client needed precision instead: a fixed income ETF campaign built on category specificity, not generic credentials, that reached advisors at the exact point of reassessing allocations and making product decisions.

Strategy

Timing a fixed income ETF campaign for a full-funnel push

Fundamental Media built a campaign around two priorities: a sharp fixed income ETF focus and alignment to a pivotal market event, rather than a standard always-on schedule.

Went to market with clearly defined, product-specific messaging aligned to the exact moments advisors were reassessing allocations and researching solutions.

Built awareness, engagement and tactical decision phases, each meeting advisors at a different stage of the research journey rather than repeating the same message.

Prioritised wirehouse firms through firmographic and contextual targeting via programmatic media, optimising performance before scaling, driving around half of all site entrances.

Used ETF-focused sponsorships and wirehouse-targeted display to maintain consistent exposure among priority firms while advisors actively compared options.

Placed digital elevator media across 42 wirehouse offices in six major metropolitan areas, the most distinctive element of the strategy.

Results

Measurable gains in wirehouse engagement

The fixed income ETF campaign's audience-first, insight-led approach translated directly into measurable gains in reach, engagement and product consideration.

48%More pageviews

Comparing the 90 days before launch with the 90 days after, wirehouse firms showed a 48% increase in pageviews, a clear signal of both increased awareness and deeper engagement with the client's ETF platform.

16m+Impressions

Over the course of the campaign, the client's messaging reached the wirehouse advisor audience across programmatic media, ETF and ticker sponsorships, targeted display, and digital elevator placements, giving the campaign consistent presence across both digital and physical touchpoints.

148%Strong firm-level gains

Engagement from individual wirehouse partners rose sharply, with one major partner up 148% and another up 95%, underscoring the impact of category-specific messaging delivered at the right moment rather than broad, generic ETF advertising.

72%+Took a secondary action

More than seven in 10 actively engaged sessions explored specific ETF fund performance or the wider product range, with over 90% of the resulting product-page activity attributed directly to paid media.

Fundamental Media's fixed income ETF campaign shows how a precisely timed, category-specific media strategy converted advisor attention into measurable consideration, exactly the position the client set out to defend in a crowded, message-saturated market.

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