Putting a spin on Snowball’s annual impact report to attract top-tier coverage.
Snowball were looking to take their annual impact report and reach a wider target audience across media and social platforms. They partnered with Aspectus due to our tight media relationships and in depth understanding across financial services and ESG.
Our Approach
Impact fund of funds, Snowball IM, wanted an agency that understood the nuanced differences between impact investing and ESG to support in the media launch of its impact report. The ultimate goal was to secure an interview with the FT’s Moral Money and for the report to be covered by the mainstream investment media.
Impact reports by their nature tend to be self-promotional and are consequently disregarded by the media. So, in order to position Snowball’s report as a valuable asset and template for the industry, we drafted a release that emphasised that Snowball was choosing to publish a self-critical report – something few others had done before. We focused on Snowball’s innovative approach to measuring impact and how it distinguishes itself from ESG, which fed in well to themes of interest to the media at the time.
Results we’re proud of
1
Secured interview with the Financial Times Moral Money
15
Pieces of coverage with the likes of Reuters and Euromoney
33,200
Impressions generated across the month long paid and organic campaign
All in the details
Subject specialists
Deep understanding of the impact investing space meant creative angles were developed that engaged the target audience.
Proactive and reactive
We backed up the impact report launch with a fast-paced newsjacking programme resulting in trade and top tier coverage.
Top tier
During our initial three-month project, Snowball spokespeople appeared in Reuters and Euromoney, and were interviewed by the FT.
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