Long short fund IPO
Challenge: HELP ONE OF AUSTRALIA’S LARGEST LICs LIST ON THE ASX
L1 Capital’s Long-Short fund, one of the largest LICs, was looking to come to the Australian market and list on the ASX. In a year filled with disappointing Initial Public Offers (IPO) leaving the market flat, L1 required a media and digital campaign to ensure maximum awareness of the float, with a particular focus on retail and SMSF investors.
WE Buchan developed and implemented an integrated communication strategy across media and digital, with the aim to profile the expertise of the investment managers and articulate how their investment processes had contributed to an historically strong performance.
The program was designed to have a steady stream of content and media throughout the IPO offer period, to support the efforts of the lead advisor and broker syndicate and included:
- A comprehensive media campaign targeting mainstream business, personal finance and investment industry publications
- A rich content video campaign for digital channels, including a paid LinkedIn campaign, featuring a series of investment insights from the L1 team
- Social post and EDM marketing content prepared for the fund, advisory team and broker syndicate
L1 Capital’s IPO surpassed its initial, raising in excess of $1 billion.
The media campaign delivered extensive coverage including a profile piece in the AFR, a profile article syndicated across the personal finance sections of the across News Limited mastheads.
The digital campaign, which included placements in LiveWire and ShareScen,e delivered above industry engagement rates (first two livewire videos alone counted over 5,000 views, more than double of other Livewire videos).
The Group’s organic social engagement also increased over the course of the offer period and the paid LinkedIn campaign had 11,974 impressions and an engagement rate of 1.1% vs. the average LinkedIn campaign engagement of 0.054%.