For 40 years, Vanguard has been disrupting the investing world, giving millions of everyday people a chance to fulfill their dreams: retire comfortably, get their kids a good education, own a home.
But the brand story, historically, had been about low fees, and that point of difference has eroded as competitors have caught up.
The challenge for us was clear: forge more emotional connections with investors. We've taken the brand away from cost- and product-centric messaging and shown consumers how Vanguard is built to help them realize their goals both now and in the future.
An additional challenge working within a highly-accountable digital-only media plan with small budgets. We need maximum impact from every piece of communication.