Expert analysts – JHI
Founded in 2017, Janus Henderson Investors (JHI) is a leading global asset management group with headquarters in London. As of September 2022, it managed US$275 billion in assets, with more than 2,000 employees and 23 offices worldwide.
That same year, they approached us looking for more visibility for their expert analysts in the Latin American financial and commercial media, as well as wanting to establish a deeper connection with financial institutions, potential investors, opinion makers and clients.
The target countries were: Brazil, Argentina, Chile, Colombia, Mexico and Uruguay.
With this mission in our hands, we started sharing the most relevant contents of Janus Henderson to enter in the Latin American media. We would always invite their spokespeople to comment about key macroeconomic news events and how they impact the Latin American markets, covering themes such as Environmental, Social and Governance (ESG), and relevant political events.
Over time, we could focus our coverages in more specialized vehicles aimed at a more experienced audience on the world of finances. Keeping the high frequency and localisation on the contents, considering the financial market changes very fast. It required meticulous work of our journalists in keeping up the financial market and bringing inputs to JHI experts.
In 12 months, we secured 1,705 articles and an estimated target audience of 3.5 bn readers, helping increase brand awareness in all six markets and turning JHI into a household name in the financial sector.
Hot Tab Hero Brazil – OPERA GX
For 25 years, Opera has been at the forefront of web technology, creating browsers, including the eponymous Opera GX browser, which is the primary browser for gamers in many parts of the world. Its customers are tech innovators, web developers, and the online gaming community, and it is among the top 10 most popular browsers in general online.
In 2022, Opera came to us wanting a campaign that would increase their brand awareness and grow their user base by targeting more mainstream media, expanding their recognition, and connecting with new markets.
After a lot of research, we had the idea of creating a campaign in a game show format, called Hot Tab Hero, where teams would compete against each other to win prizes for both them and their community, answering trivia questions on games and the history of gaming.
To ensure wide appeal, these high-profile team leaders could not only be recruited from the gaming community, but also from the worlds of lifestyle and entertainment; people who could also attract fans of reality TV and gossip rather than just gaming. Like all great quiz shows, we would need an engaging and entertaining host — someone to energise and drum up the crowd.
The activation helped boost our total coverage to more than 500 pieces in 12 months, a 250 per cent increase with more than 10.8 million estimated readers online. Google Trends showed the highest ever peak in searches for “Opera GX” and that doubled in the same period, corresponding to a massive spike in downloads. As a result of the campaign, OperaGX is now the most downloaded browser in Brazil.
