The brief presented significant challenges. The LEI is not the only identifier that can be used in payment messages, and draft regulation had already been published supporting other identifiers due to the perceived limitations of the LEI. Some regulators and influential bodies were simply not aware of the LEI.
To move the needle with complex, bureaucratic and politicised regulatory bodies, the campaign had to proactively position the LEI’s unique value while countering misperceptions. We also needed a steady stream of insightful, impactful and intelligent content that both showed the LEI’s capability to tackle the problem at hand, its proven success in other regulated use cases, and the strength of advocacy among regulatory champions at the highest levels within the international community.
We delivered a 12-month integrated campaign to build awareness and support, combining; strategic messaging development; tailored content generation including news announcements, thought-leadership articles/ blogs and case studies; extensive influencer engagement combining media and analyst interviews and speaking opportunities; and paid digital (LinkedIn and Google).
- GLEIF Business Operations used messaging and materials developed by iseepr to directly lobby and engage key regulators / personnel.
- Influencer engagement campaign supported broader awareness by reaching a total estimated readership of over 3 million across owned and earned channels.
- Interviews were also secured with leading publications and analyst firms, including Politico, Reuters, Gartner, Forrester and IDC.
- Paid digital campaigns delivered 11 million+ impressions / 37,500+ clicks.