The “OutFront” campaign was designed to elevate PGIM’s market leadership by delivering groundbreaking insights to institutional investors. The strategic direction was informed by a deep understanding of investor needs for actionable intelligence amidst economic volatility.

Research highlighted a gap in the market for content that both informed and provoked discussion among decisionmakers. The campaign was designed to align with PGIM’s brand theme, “In Pursuit of Outperformance,” and aimed to create a narrative that resonated with the forward-looking priorities of its audience. The strategy was to collaborate with Reuters, leveraging its established authority and global reach in financial news. This partnership was instrumental in positioning PGIM as a credible source of market insights.

The content focused on emerging topics with macroeconomic implications such as industrial policy, healthcare, urban development and debt, and AI infrastructure, providing a mix of factual analysis and opinionated perspectives.

This approach differentiated PGIM from the conventional, conservative voice in asset management, creating a more dynamic and engaging dialogue with its audience. By focusing on these themes, PGIM aimed to capture the attention of key financial decision-makers and drive engagement with its proprietary content.

The “OutFront” campaign’s content strategy featured diverse multimedia experiences including infographics and state-of the-art videos with 3-D animations that seamlessly integrated PGIM’s insights with Reuters’ editorial expertise.
The 2024 campaign built on the success of previous years with an evolving content format to keep the program fresh. Coupling a factual and analytical foundation with a provocative approach, investors were provided with a comprehensive understanding of a variety of complex stories:
To reinforce PGIM’s experts’ analysis, chaptered navigation directed audiences to actionable insights with dynamic and digestible graphics, compelling visuals and data points. The interactive element was crucial in maintaining audience engagement, as it provided theuser with control over their content journey. The use of 3D animations and rotating spheres to introduce each theme added a layer of sophistication and innovation, capturing the attention of a discerning audience.

The content series offered a unique perspective that was both informative and thought-provoking. The strategic use of strong visuals and data points reinforced PGIM’s brand message, aligning with its overarching theme of outperformance. This approach not only elevated the storytelling aspect of the campaign but also ensured that the content was authentic to PGIM’s brand, providing valuable insights that were relevant and timely.

The collaboration with Reuters Plus was essential in presenting fresh and engaging stories. Their expertise in multimedia content creation allowed PGIM to push the boundaries of traditional financial communication, setting a new standard for thought leadership in the asset management space.

To ensure the “OutFront” campaign reached its target audience effectively, a robust media amplification strategy was implemented. The partnership with Reuters Plus was central to this approach, leveraging Reuters’ global platform to maximize reach and engagement among institutional investors and chief investment officers.

The campaign utilized high-impact ad units across Reuters.com, including homepage takeovers and animated globe themes, to create a cohesive visual identity that was instantly recognizable. These ad units were strategically placed to capture the attention of the target audience, driving traffic to PGIM’s gated site where users could access the full range of content.

Social media played a pivotal role in the amplification strategy, with targeted campaigns on LinkedIn. These platforms were chosen for their ability to reach a professional audience, particularly decision-makers in the financial sector. The content was tailored to highlight key insights and themes from the campaign, encouraging interaction and driving further engagement.
A critical aspect of the amplification strategy was the collaboration between Reuters, PGIM and agency partner UM. This coordination ensured both effective content distribution, and meticulous tracking and optimization throughout the campaign. By analyzing engagement metrics in real-time, the team was able to refine the strategy, ensuring maximum impact and alignment with PGIM’s objectives.

The choice of media channels and partners was influenced by their ability to enhance the campaign’s credibility and reach. Reuters’ reputation as a trusted source of financial news added weight to PGIM’s message, while the use of advanced targeting techniques ensured that the content reached those most likely to benefit. This strategic approach to media amplification was instrumental in achieving the campaign’s goals, reinforcing PGIM’s position as a thought leader in the financial services industry.

PGIM’s dynamic “OutFront” campaign, now in its fourth year, is well-known within the industry and has enabled leaders throughout the organization to kickstart meaningful conversations with clients and new partners.

The combination of interactive graphics, video and downloadable content continues to outperform benchmarks, with high engagement scores, a key KPI of the campaigns. There was significant YoY rises in response to PGIM’s custom content:

162% lift video views
92% lift in video view rate
69% lift in link clicks
29% lift in engagement rate

The goal of the “OutFront” campaign is to reach Reuters’ audience of institutional investors and chief investment officers and drive them to PGIM’s gated site to gather potential leads,

The “OutFront” campaign achieved significant results across multiple metrics.

18 million page impressions
1.87m Video views
3,200+ institutional investors actively engaged.

Year-over-year content engagement has improved across all regions,
particularly in Germany (59%), Japan (+55%), and the US (+32%).

With 0.20% CTR/LCTR, these exceeded Reuters’ benchmarks by 66.67%.

These results highlight the effectiveness of the targeted approach and the appeal of the content to the professional audience.

Additionally, videos created as part of the “Hyperscale” launch have achieved the highest watch completion rates out of all other videos on pgim.com and outperformed engagement scores across organic traffic sources.

The campaign’s influence extended beyond digital metrics, with PGIM’s insights being cited by industry leaders and in financial press, demonstrating recognition of the organization’s thought leadership and supporting its business objectives. Feedback from wider industry PGIM executives underscored the campaign’s success, with high praise for the quality and impact of the content.

OUTFRONT SERIES

HYPERSCALE