Profound Marketing Strategy of UBS – with company overview

Updated on: Nov 1, 2022
Marketing strategy of UBS - Featured image

  Hey there!

My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

Practical assignments, case studies & simulations from Harvard Business Review helped the students from this course present this analysis.

Building on this practical approach, we are now introducing a new dimension for our online digital marketing course learners - the Campus Immersion Experience.

If you find this case study helpful, consider leaving a comment below.

In the previous article, we learned about the marketing strategy of Canara Bank. In this case study, we are going to discuss the Marketing Strategy Of UBS.

Marketing is like the DNA of any business it can make a business successful or unsuccessful. If used properly and with the trend, it helps you a lot. Nowadays we all are aware of the huge change in the marketing field i.e Digital Marketing.

If you are willing to learn about this growing trend and skill do check out IIDE’s Free Masterclass to get deep Knowledge.

Now without wasting any of your time let’s get into the case study i.e Marketing strategy of UBS.

Let’s know the company first.

Digital Marketing Academic Challenge 2024 - DMAC

About  UBS – Company  Overview


Marketing strategy of UBS - logo

Source – Wikimedia commons

UBS Group AG is a multinational funding financial institution and monetary offerings organisation based primarily based totally in Switzerland.

Co-situated withinside the towns of Zürich and Basel, it continues a presence in all essential monetary centres as the most prominent Swiss banking organisation and the biggest personal financial institution withinside the world.

UBS consumer offerings are recognised for their strict financial institution–consumer confidentiality and lifestyle of banking secrecy.

Because of the financial institution’s huge positions withinside the Americas, EMEA, and Asia Pacific markets, the Financial Stability Board considers it an international systemically critical financial institution. 

In addition to private banking, UBS offers wealth management, asset management and investment banking for private, corporate and institutional clients with international services.

UBS manages the largest private fortune in the world and has around half of the world’s billionaires among its clients. Despite reduced sales activities, UBS maintains a global investment bank and is considered an important market maker.

Assets under management (AUM) are more than CHF 3.2 trillion, of which around CHF 2.8 trillion are assets under management. As of  June 2017, the return on invested capital was 11.1%, followed by Goldman Sachs’ 9.35% and JPMorgan Chase’s 9.456%.

In late 2016, UBS established a blockchain technology research lab in London to advance cybersecurity and encryption of client activities. Due to the regional deal flow and political influence, UBS is considered one of the “largest and most powerful financial institutions in the world”.

The company’s capital strength, security protocols and reputation for discretion have generated significant banking market share and high levels of brand loyalty.

Alternatively, it is routinely criticized for facilitating non-compliance with taxes and offshore financing. UBS is a major dealer and foreign exchange counterparty to the Federal Reserve of the U.

Quick Stats on UBS

CEO Ralph Hamers
CMO Johan Jervoe
Area served Worldwide
Industry Banking, Financial Services
Revenue US$35.54 billion (2021)
Vision To convene THE global ecosystem for investing
Tagline We will not rest


Marketing Strategy of UBS –

Let’s learn about the marketing strategy of UBS! And how UBS carries the marketing campaign etc.

Segmentation, Targeting, and Positioning

Market segmentation is the technique via which UBS Group makes a decision to phase the general marketplace into smaller segments and companies which have comparable attributes, shopping for behaviour, socio-financial background, etc.

This is carried out to attain the organization of purchasers greater successfully and effectively.

Brand positioning and fee proposition positioning are essential to market achievement in today’s aggressive market.

UBS Group wishes to put its product in any such manner that it creates a – awesome image, and gives a selected identity/reference factor of the product and offerings withinside the customer’s mind.

Marketing Campaigns

1. Life’s Questions

Marketing strategy of UBS - Marketing campaign

UBS released its first international marketing and marketing marketing campaign for the reason that 2009.

To replicate the media intake of its customer base, 70 according to cent of media funding for the marketing campaign is centred on social media and different virtual channels, which include an overhaul of the firm’s cell emblem layout and a brand new sonic logo.

Creative for the brand new UBS worldwide logo marketing campaign proposing pictures via way of means of Annie Leibovitz ©UBS

The marketing campaign’s movie is crisp and simple, posing some of the questions set on a white background, finishing with: “For a number of life’s questions you aren’t alone. Together we will locate an answer.”

All the questions requested withinside the video deliver economic implications, such as “Will you marry me?” “Should we begin our personal business?” and “Can we get a mortgage?”

Featuring pictures via way of means of Annie Leibovitz, the worldwide banking company hopes the current temper of the marketing campaign will replicate its access into the virtual age. The pics purpose is to paint actual folks whose high quality characterises UBS’s purchaser base.

It is the hit end result of a meticulous three-month inner marketing campaign, which stimulated an unmitigated boom in worker interaction.

 charming case studies. Sergio P. Ermotti, organization leader govt officer at UBS, said: “The logo marketing campaign is an expression of a hit strategic transformation UBS has passed through during the last 4 years. 

“Reflecting this strategic transformation via our branding offers us extra momentum.”

2. ‘Behind every number, there’s a story ‘ 

This campaign was launched by Publicis London.UBS and Publicis London came together to launch UBS SmarthWealth – a new type of online investment platform for goal-based investing.

UBS launched this campaign exclusively in the UK on 2nd May 2017.

Social Media Marketing

UBS  is lively on Social Media like Instagram, LinkedIn, and Facebook. 

  • LinkedIn – 1.2 M
  • Facebook – 226K
  • Instagram – 93.9K

The posts include primarily promotional and informational content material alongside a few posts associated with their new product launch.

SEO Strategies

Marketing strategy of UBS - Ubersuggest seo screenshot

Source – Ubersuggest

As consistent with search engine marketing ranking, it’s far stated that the range of key phrases – beneath 500 is bad, above a thousand is good, and 10,000+ is amazing.

As we will see that www. UBS. com has 565K organic key phrases and it’s taken as amazing. In that approach, the virtual advertising of UBS is gaining a very good range of insights. 

Also, the number of visitors in the month is around 2.8 M which is impressive. Hence, UBS has good search engine marketing strategies.

Influencer Marketing

From the start, UBS  has collaborated with many YouTubers, Bloggers, Bank pages, and so on for its advertising purpose.

They have many influencers with greater than 50K+ and 120K+ followers. Influencers sell the product (UBS) so that UBS’s profits recognition and income will grow thru their fan following.

Content Marketing Strategies

UBS could be very lively on social media. The published content material is associated with their new services or their products, cognizance messages, etc.

The best supply of posting content material is thru Facebook or Instagram. Also, they press releases approximately their product through numerous reasserts consisting of The Hindu, MoneyControl, The New Indian Express, etc.

This ends our elaborative advertising approach of UBS. Let us finish our getting to know below.

Digital Marketing Academic Challenge 2024 - DMAC

Conclusion – What’s unique about the marketing strategy of UBS?

To Conclude, We saw that UBS has some amazing marketing campaigns to make their audience aware of the bank.

They have an amazing social media presence. they are most active on LinkedIn as it’s a bank as their target audience is mostly present on that platform.

UBS has some amazing SEO strategies with a good number of Organic keywords and monthly visits.

We hope you enjoyed our article about the Marketing strategy of UBS. If you want such an in-intensity evaluation of agencies similar to the advertising and marketing approach of UBS, test out our   IIDE Knowledge portal.

If you are willing to learn digital marketing to upskill and grow your business then you can check out IIDE’s Online Digital Marketing Course.

Hope this case study helped you and solves your doubts. Do share your views on the Marketing strategy of UBS case study in the comment section below.

Share post via

Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


Submit a Comment

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Related Posts