Success story · Performance marketing

Interactive infographic lifts adviser awareness ninefold

A global asset manager made an actively managed fund range easier to understand by replacing static marketing materials with an interactive infographic that advisers chose to engage with.

Client sector
Asset management
Solution
Interactive infographic and campaign hub
Region
UK
Key results
241,766 impressions403.01 seconds time on page
Challenge

Strong credentials, almost no visibility

A large asset management firm offered an award-winning and competitively priced range of actively managed, risk-targeted multi-asset funds, yet it had almost no brand visibility among UK advisers. Data from Aureum, Fundamental's research division, revealed that unprompted awareness of the firm across UK intermediaries sat at just 1%.

The firm's traditional marketing such as brochures, factsheets and emails wasn't cutting through with cost-conscious advisers, who were increasingly turning to passive funds. These formats either oversimplified the complex proposition and lost the nuance, or went into so much detail that they lost the reader. Rivals were building content hubs, but none had put an interactive infographic at the heart of a major fund campaign.

Strategy

Interactive infographic anchors a campaign hub

Fundamental replaced traditional static materials with an interactive infographic at the centre of a campaign hub, so advisers could explore the fund range's benefits and the sales team could follow up with interested adviser firms.

Organised six themes, from low-cost pricing and value to active management, risk targeting, sustainable options and tax efficiency, as separate interactive modules.

Turned fund cost comparisons, allocation breakdowns for each portfolio, risk parameters and performance data into layered visuals that advisers could dig into.

Placed lead-generation forms after advisers had gained value from the experience, collecting firm type, role and areas of interest to inform sales follow-up.

Added sections on the case for active management and Consumer Duty toolkits, plus weekly macro insights that drove repeat visits.

Measured unprompted awareness among UK intermediaries through Aureum research before and after the campaign, and tracked on-site adviser engagement to inform future content.

Results

Greater visibility and deeper adviser engagement

The infographic and campaign hub raised unprompted brand awareness and adviser engagement, and the firmographic data they captured helped sales score leads and open better-informed conversations.

9xRise in brand awareness

Unprompted awareness of the manager among UK intermediaries rose from 1% to 9%, a ninefold gain in recall, according to the latest Aureum research.

403 secondsTime on page

The 134 site entrances recorded 403 seconds on page, with dwell times significantly higher than on the manager's previous text-based materials.

241,766Impressions during the campaign

The creative that drove advisers to the interactive infographic ran in market from mid-November 2025 to early March 2026, delivering 241,766 impressions.

The campaign shows how interactive content can make a complex active management proposition visible and memorable, exactly the cut-through the manager set out to win among advisers who were defaulting to passive funds.

Want your complex fund proposition to stick with advisers?

Find out more about Fundamental Group's interactive content solutions, or get in touch to discuss your own campaign.

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