CASE STUDY: BNP Paribas: The ESG Global Survey 2019

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BNP Paribas Securities Services

The ESG Global Survey 2019

We were asked by BNP Paribas to design and conduct primary research into the effects of environmental, social and corporate governance (ESG), in order to create original and evidence-based thought leadership content. The research was conducted globally in multiple languages both online and by telephone and the subsequent report – Great Expectations for ESG – was so successful that it was repeated two years later.

Building on the 2017 survey, this year’s report – The ESG Global Survey 2019 – has trumped BNP Paribas’ expectations. Social media traffic to the website increased from 5% to 18% from the first week of campaign launch and drew over 1,000 extra visitors to the website.

To read the latest report, click here.

“This is the second time that I have worked with FT Longitude on the ESG Survey. They have a collaborative culture. We have ideas. They have ideas. And together it works very well. I also greatly appreciate their level of service - they come back so quickly with responses to questions, no matter the question.”

Kate Spencer, Content Strategy Manager, BNP Paribas Securities Services

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Campaign assets

In October and November 2018, FT Longitude surveyed individuals within 347 institutions, including asset managers and asset owners (pension plans, insurers, official institutions, sovereign wealth funds and endowments). The study was conducted through a combination of telephone interviews and an online survey and the results were supplemented with a series of in-depth interviews.

The resulting campaign is a leader in its field, and provides a benchmark for analysis into the strategic adoption of ESG.

Key campaign results

The campaign secured significant media coverage

Social media traffic to the website exceeded client expectations

A high number of report downloads helped hit all KPIs

Kate Spencer shares what thought leadership means to her

BNP Paribas’ global content strategy manager, Kate Spencer, shares how she thinks thought leadership should be innovative and forward-looking. Watch the video to find out more from a selection of senior marketers a our breakfast event in may:

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