Mirae Asset Management, the largest Asia-based investor in emerging market equities, looked to build its brand in the UK and Europe and raise assets for its core SICAV range.
Peregrine were engaged to develop a media strategy to ensure strong corporate and product messaging and this included the design of market-specific websites and an advertising campaign around the ‘We Live Our Investments’ theme.
Mirae Asset
Objectives
To launch the highly established Asian-based Mirae Asset Global Investments into the global (ex. US) market across both print and digital.
To gain exposure to both the trade and consumer audience.
To ensure that the ‘cut through’ necessary to expose the brand to this very busy and competitive market is achieved, within the given time period and budget.
To generate a solid amount of traffic to the website.
Strategy
Targeted a considered selection of titles that offered a global reach to the correct audience.
Used strategic online positions to get as much value as possible and to generate the highest amount of traffic to Mirae’s website.
Partnered-up with specific publishers that offered both a good print and digital offering, to ensure the target audience across a range of mediums is reached.
To get the desired cut through, Peregrine placed frequent ads within the selected titles to achieve the level of the exposure required.
Results
The desired exposure to the targeted audience was achieved. This was reflected through fantastic feedback from the Economist survey that Peregrine ran, showing new audience interest and engagement.
Generated a consistent uplift in website traffic week-on-week, as a result of the campaign.
Mirae Asset’s core SICAV range total AUM grew from $150mnto $1.75bn in 14 months.
Mirae Asset has become a recognised brand and a leading voice in the emerging market equities space in the UK and Europe.
