CASE STUDY

Challenge

Global X Funds (“GX”), an independent, mid-size ETF issuer, faced the challenge of promoting its products in an ETF marketplace that has become crowded with large, broad index funds or gimmicky industry-specific funds. GX turned to DLPR to help tell its story to the media and raise its visibility among brokers and investors.

Strategy/Tactics

Despite the small size of most GX funds, DLPR mounted a proactive campaign to persuade ETF reporters to write about the company’s ETFs. Our strategies included: positioning GX funds at the forefront of industry and economic trends, crafting specific messages for each ETF launch, leveraging GX’s research and blog posts, and increasing the number of reporters following GX on social media.

Results

DLPR has consistently secured strong, strategic media placements for GX, and our efforts have contributed to the company’s success as the firm nearly quadrupled its AUM to $5 billion (as of 5/31/17) from $1.3 billion at the beginning of the campaign in 2011. In 2016 alone, DLPR secured 190 print media placements and 40 broadcast appearances for GX—whose funds are now routinely used by the media as the benchmarks for the various sectors and regions.