In 2020, UBS was the first truly global wealth manager to make 100% sustainable portfolios their preferred solution above traditional investments. Because sustainable investments aren’t just good for the planet and society – they can be good for investors too. As we increasingly seek to minimize our impact on the world, SI is increasingly front of mind amongst investors. As a result, UBS wanted to empower investors by cutting through the clutter and offering a personalized and original content programme that: ● Increased awareness of UBS as leader in wealth management ● Drove consideration of UBS as a go-to partner in Sustainable Investing . ● Engaged two distinct audiences: Audience 1: Private Investors & Institutional Investors: Encourage greater adoption of SI into their existing portfolio strategy Audience 2: HNWIs, Affluent Millennials:: Drive interest in considering SI as an investment opportunity A key challenge was that there is a lot of industry information relating to Sustainable Investing, using different names such as green investing, ethical funds and a lot of jargon. The SI landscape was saturated and overwhelmed with information making it confusing for investors and hard to differentiate solutions. Also, with two distinct target audiences, this meant that the programme needed to appeal to users at very different stages of their investment journey, and granular audience targeting was required in order to ensure it was promoted to each specific audience. Lastly, the production of x17 assets plus bespoke illustrations started as we responded to the global shock created by Covid19. All project teams and subject matter experts were forced to juggle home-schooling, unpredictable wifi, and learning new technology whilst finding innovative solutions to deliver the programme on time and on budget.

To help address the noise and jargon in the industry, as well as the differing stages of each distinct audience, we worked to create a simplified space for all Sustainable Investing information that was personalized & value-led in the style of a content ‘toolbox’. The intention was to empower both seasoned investors looking to expand, and inexperienced individuals looking to understand more. Serious about Sustainable Investing (SASI) is a fully-customizable content experience allowing users to create a personalised ‘toolkit’ of intelligence on Environmental, Social, Governance investing – in 30 seconds, helping the target audience get the information they need efficiently whilst on the trusted WSJ | BG platform.

Customizable Toolkit: The target audience are guided through questions relating to existing experience, risk, portfolio strategy, asset classes, ESG Criteria and investment style. As they move through each stage, the content available is determined by their answers- curating a tailored long form userguide with practical solutions to the unique queries of the individual. Related content from UBS including quick links and videos are also available for the user to explore in more depth. The toolkit is purposefully housed within a co-branded hub on WSJ.com and takes a multi-sensory approach with content integration units, audio, print and targeted newsletters – amplified using select partners/social platforms. The SASI programme ran across WSJ & Barron’s in order to maximize reach among the two distinct audiences, and has been actively optimized across media, creative and User experience throughout. Finally, SASI was complimented by a live, invitation-only Q&A event featuring 3 UBS SI experts. Hosted by Global Head of Wealth & Asset Management (Barron’s Group), Sterling Shea, invitations were sent exclusively to the Barron’s Group investor subscription base.