Case Study:
 
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OBJECTIVES
  • Position Global X as the leader in bringing ETFs to the marketplace and developing cutting edge products that drive investment trends.
  • Create investor demand for a new way to invest in Lithium via the Global X ETF, NYSE: LIT.
CHALLENGE

The firm was approached by a Bolivian buy-side investor with an idea to create an investment opportunity for investors looking to benefit from the growing electric vehicle industry.

Applications of lithium, including electric vehicles and energy storage, were forecasted to be in high demand in the near future and Global X was responding with the launch of the world’s first Lithium ETF (NYSE: LIT). However, there was a significant lack of investor knowledge surrounding the potential opportunities.

LIT was viewed as a new asset class (although lithium is a metal, it does not trade on the commodities exchange). Raising high-profile awareness of this investment opportunity through a start-up firm - a small fish among a vast sea of providers - was essential to driving choice toward Global X Funds.

APPROACH

For every client program, we employ our TAG (Turning Awareness into Growth) approach to ensure that client objectives are met. For Global X the key objective has been to position the firm as the leader in bringing ETFs to the marketplace and developing cutting edge products that drive investment trends.

To generate momentous buzz around the fund, we launched a wide-ranging, strategic media relations program. The first step was to craft a feature story with commodities reporter, Carolyn Cui of The Wall Street Journal. Global X Funds and LIT was profiled on the front page of the publication’s “Money & Investing” section in an article emphasizing the swelling demand for a way to invest in Lithium.

On the day LIT debuted on the New York Stock Exchange, we arranged for the management team to “ring the Opening Bell” and the chairman of Global X appeared on CNBC with Erin Burnett who used our headline “Love Affair with Lithium”.  After the interview, the volume of LIT trading spiked nearly 30%. We had them on CNBC later in the month, celebrating the success of all their commodity-themed ETF’s.

We launched a wide-ranging, strategic media relations program, announcing the world’s first opportunity to take part in the green movement through investing in LIT – “The Green Commodity”.

 In order to cut through the clutter and place Global X in the center of the existing conversation among those interested in socially responsible investing, we tied Global X to the green movement.

A full-throttle marketing/investor relations campaign was then launched, announcing the world’s first opportunity to take part in the green movement through investing in LIT – “The Green Commodity”.

We implemented this concept as the strong foundation, upon which we built a strategic press campaign, an advertising platform, and an investment case to market the fund.

TAG IMPACT

We arranged 12 institutional investor meetings that served as the foundation for future meetings.

Because of our TAG approach to robust both PR and IR program, overall firm assets grew from $350 million to $740 million AUM in a matter of four months.