By focusing on real RIA's and telling their true stories of independence success the 'Define yourself' campaign led to 50% increase in lead generation, 510% increase in landing page visits and 31% increase in video views.
The 'Portraits of Independence' mailer used black and white portrait photography and clean editorial style layouts to elevate the success stories of RIA's and encourage Wirehouse Advisors to find out more.
The Define yourself landing page acted as hub share more advisor stories, answer more detailed questions about Schwab's RIA model, and connect Advisor's to Schwab experts.
Short videos of real success stories helped answer questions and give advisor's an idea of what going independent can be like.
Digital ads coordinated with video releases drove traffic to the 'Define yourself' landing page.
