Australian Ethical (ASX:AEF)
$5B Funds Under Management (FUM) Announcement
Situation
Australia’s first sustainable investment and super fund manager, Australian Ethical, flew by $5 billion in FUM after experiencing exponential growth, all while maintaining above-market returns for investors. This is despite a commonly-held myth that ethical fund managers are not also commercially successful.
Solution
Third Hemisphere authored and implemented a media campaign that tied the milestone achievement to an argument dispelling the myth that ethical fund managers are somehow commercially less capable. The release was mass-distributed to mainstream and trade press for maximum coverage.
Results
Australian Ethical’s milestone and key messaging was covered extensively and repeatedly across Australia’s leading national and state-wide newspapers, and was syndicated by both News Limited and Nine/Fairfax. It was also widely covered by key trade and investor publications.Â
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This campaign paved the way for Australian Ethical to drive broader awareness of its exceptional investment performance, on top of being Australia’s most recognised ethical funds manager.Â
37 pieces of top-tier coverage from publications with almost 990 million in estimated online readership.
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