iSHARES

Role: Global Head of Creative

ISSUE: Investors are increasingly aware of exchange-traded funds (ETFs). iShares by BlackRock wanted to shift them from awareness to consideration—and drive engagement with iShares ETFs.

IDEA:

To take the scariness out of investing and even add some humor, we enlisted Saturday Night Live alum Sasheer Zamata to help give a literal A-to-Z education on the benefits of iShares ETFs. Our program, Fund Your Vision, combined data visualizations, storytelling and videos featuring Zamata and BlackRock executives to walk investors through the alphabet, with each letter symbolizing a unique value and utility of ETFs. Our program helped make ETFs and iShares more approachable and showed their potential as a partner to achieving financial goals.

IMPACT: After just two weeks in the market, the program surpassed Wall Street Journal benchmarks for video completion rate and scroll depth, suggesting audiences are fully engaging with the content. Combined with above-benchmark click-through rates—which speaks to readers and viewers discovering the program through WSJ and social channels—we’re seeing users seek out Fund Your Vision, then stay there.