Invesco is a leading global investment management firm with operations in more than 20 companies but an interesting challenge: how do you distinguish your content in a very crowded marketing landscape when your competitors are telling very similar stories to yours?
Invesco landed on a strategy that we call “claiming the expert space.” Launching a series called Invesco Interactive, they embarked on a series of quarterly live video events that brought panels of their investment professionals into unscripted conversations with a third-party moderator, Bloomberg Television’s Tom Keene. In creating an unscripted and dynamic environment, Invesco was able to highlight the quick-thinking expertise and perspective of their teams, allowing their people to exemplify their brand and strategy more genuinely than traditional marketing content. Audience engagement was unprecedented from traditional webinars, with the ability to ask questions and conduct audience polls live and in real-time.
BrightTALK Studios provided end-to-end service to the series, starting with defining a look and feel for teasers and brand elements, scouting prospective locations and ultimately conducting all production and live webcasting. Additionally, event production days were able to be extended to allow for creating short form video content outside of the roundtable events, making the most use of busy executives’ time.