Campaign details

Brand: BlackRock
Brand owner: BlackRock
Lead agency: Edelman
Contributing agencies: Edelman Intelligence
Country: China
Industries: Investment
Media channels: Social media, Word of mouth, influencers
Budget: Up to 500k

Executive summary

When it comes to investing, there seems to be a disconnect between short-term and long-term planning for Chinese investors. They find virtue in saving and buying property, but tend to expect outsized, short-term gains from investing. Not enough attention is spent on long-term financial planning, and asset management specialist BlackRock wanted to change that.

BlackRock's research revealed that investors in China have higher levels of well-being than non-investors. Armed with this insight, BlackRock wanted to show people that long-term financial planning not only builds wealth, but also overall well-being.