Creation and Redemption

Because the video was ultimately for individual customers to develop a better understanding of a complicated investment product, it needed to have a fun, loose feel, but continue to showcase iShares as a voice of authority for ETFs. The video was such a success that iShares eventually used it as a focal point for their Facebook contest titled, “An ETF is Like a _____,” in which participants watched the video, then created their own analogy for what an ETF is. This allowed Financial Advisors to demonstrate their expertise and consumers to share what they learned with their Facebook friends. It also stayed within the strict rules of compliance for financial services marketing, which is a challenge all financial marketers face.