[Case Study] Lighthouse PR & XTB Romania: An innovative approach to financial communication

XTB Romania Strategic Approach

In an evolving global financial landscape, adaptability and innovation in communication are essential to keep the attention of the target audience. XTB Romania, with its strategic approach and customer focus, sets an example of performance in this area.

The 2020 pandemic has rewritten many of the traditional norms of financial markets. The context created by the lock-down and restrictions led to above-average volatility in the financial markets, and people started to look for ways to use their time and resources. Many have turned to investing, fuelling an increased appetite for financial education and long-term stability.

Brokerage house XTB Romania saw 3 times more new clients and 3 times higher turnovers in 2020 compared to 2019 (205% increase in new clients and 209% increase in turnovers). Much of this evolution is due to a strategic communication policy perfectly aligned with the business objectives.

Multiply your Finances

Many Romanians want to multiply their finances, especially through investments, but they don't know how or where. Aware of a still low level of financial education locally, XTB Romania understood this growing demand and identified an opportunity to become a guide in the new world of stock market investments for many Romanians.

As a promoter of financial education in the capital markets since its launch in 2008, efforts to educate Romanians interested in stock market investments have been, are and will continue to be the company's top priority. Therefore, the main need has become to find an efficient way to convey the expertise of XTB analysts to the widest possible audience willing to access international stock markets.

Business Briefing

In order to respond to market demands and to strengthen its position, XTB Romania aimed to develop a comprehensive PR and media relations strategy. The need was clear: to build and strengthen reputation, trust, financial education and demonstrate integrity and professionalism in the services offered.

Business Challenges

Two major directions of challenges opened up for XTB Romania. On the one hand, people's natural reluctance towards brokerage houses is sometimes confused with gambling. On the other hand, the a lower level of brand awareness at the time. Added to this is the often rigid and over-technical language specific to the field, which in the absence of skilled editors risks not being correctly or even at all understood by the recipient.

Business Strategy

The essence of the strategy was to focus on educating investors, regardless of their level of knowledge or experience. One of the most effective communication tools was the regular sending of market analysis to the media. These analyses, which were broadcast once, twice or even three times a week, not only highlighted the expertise of the XTB Romania team, but also positioned the company as a thought leader and trusted source for financial information.

Business Analysts

At the heart of this information and education effort was XTB Romania's team of analysts. The company had the advantage of relying on a suite of professionals with impressive financial experience. These analysts, armed with a broad perspective on market dynamics, were the foundation for the entire communication strategy.

Responding to Market Demands

In order to respond to market demands, XTB Romania, together with the agency, adopted the tactic of "newsjacking". By exploiting current events and turning them into PR opportunities, XTB Romania managed to position itself as an authoritative and relevant voice in the financial discussions in Romania.

The analyses presented were designed according to the specifics of the Romanian market, offering valuable insights for investors. Moreover, we have focused on producing comprehensive analyses that can be easily decoded not only by investment enthusiasts but also by the general audience eager to better understand the economy at micro and macro level. The topics covered were explained in a local, European and global context.

Capital Markets

In addition to focusing on established capital markets, we also explored topical themes and emerging areas: cryptocurrencies, the energy sector, the tech sector, the commodities market, precious metals and more.

To complete the holistic approach, we also covered adjacent topics to provide investors with all the necessary information. These include basic criteria to look for when choosing a licensed broker, information on fees and taxes imposed in the industry, and portfolio diversification strategies.

Investment Events

On the other hand, we implemented paid media tactics that complemented our organic communication efforts. XTB Romania has become an active supporter of finance and investment-related events, be it conferences, seminars or workshops. Participation in such events has strengthened the company's position as a thought leader in the field.

Team LIGHTHOUSE PR: Ana Maria Gardiner (Managing Partner) & Mădălina Cătălin (MarCom Consultant)

Team XTB România: Irina Cristescu (General Manager), Claudiu Cazacu (Consulting Strategist), Radu Puiu (Financial Analyst), Silvia Gabor (Marketing & PR Manager)

By publishing advertorials in leading financial publications and mainstream media, XTB Romania has been able to communicate directly with a wide audience, explaining the services and products offered in an informative and educational way.

RESOLUTION

While media communication was weak to non-existent in 2019, 41 market analyses and 6 press releases were sent to the press in 2020. In 2022, 58 market analyses and 14 press releases were sent to the press, and 90 market analyses and 15 press releases in 2022.

RESULTS

This approach has led to remarkable results, with a tremendous increase year on year:

• 2019: XTB Romania had 226 media appearances.

• 2020: Media presence increased to 1,284 appearances.

• 2021: XTB had 2,013 appearances.

• 2022: An explosion in media presence, with 5,080 media appearances.

Through these efforts, XTB has positioned itself as a thought leader in the financial industry. The company's analysts were recognized for their expertise, participating in over 330 shows and interviews in 2022 alone. This recognition in the media sphere demonstrates the relevance and informative contribution of XTB analysts in financial industry discussions.

Moreover, XTB analyst participation in TV and radio shows has generated a significant increase in AVE (Advertising Value Equivalent) data. In 2022, the AVE value has increased significantly compared to 2021 reaching 6.3 million compared to 2.3 million, totaling a 174% increase.

Not only has XTB seen an exponential increase in visibility, it has also redefined the way the financial market communicates. Clear, concise and compelling communication has put XTB in the spotlight, establishing it as a trendsetter in the industry, with many companies in the industry replicating this strategy of late. Their efforts have highlighted the importance of adaptability and innovation in communication, setting high standards in the industry.