Fitch Learning

An ambitious, multi-channel campaign to target new and existing markets around the world.

Fitch Learning Case Study


Fitch Learning Cognition is an online learning tool by the global educational giants, Fitch Learning. It delivers intuitive, adaptive and personalized exam preparation for those undertaking the notoriously challenging CFA® program exam. The campaign targeted an international audience in markets where Fitch Learning was already established and those where the brand awareness is currently low.

A comprehensive research programme was conducted including competitor, trend, market and channel analysis, alongside audience research and global, face-to-face interviews with candidates. A key insight uncovered early on was the fact that candidates passing Level I (of three) with the help of a learning partner are most likely to return to the same provider for the following levels. Our ambition was to engage with Level I candidates across all markets.

CFA Institute does not endorse, promote or warrant the accuracy or quality of the products or services offered by Fitch Learning. CFA Institute, CFA® and Chartered Financial Analyst® are trademarks owned by CFA Institute.

Fitch Learning Concepts


The rich user insight and trend analysis informed the rapid concepting work that followed. Given the short timelines of the campaign, the tactic was to rapidly produce over 30 conceptual ideas so the full project team can hone in quickly on the most impactful campaign creative.  The chosen route was based around the statement "one size does not fit all”. The creative direction focuses on minimalist design, featuring a set of icons such as a coat hanger and a key, that provide juxtaposition to the powerful statement.

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Ads across industry publications, social media and financial services websites will drive traffic to the newly launched microsite, where animations of the icons have been created. Our key call to action was to get users to try Fitch Learning Cognition for free – enabling candidates to experience the system themselves whilst allowing Fitch Learning to capture essential data to help convert leads into sales.

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increase in leads

uplift in qualification

increase in conversions

“This is the most ambitious marketing campaign ever undertaken by Fitch Learning and we needed a creative agency that could meet the challenge. From the early rounds of meeting with Yoyo Design it was clear that they would bring a thorough and detailed approach to the project. It became apparent quickly that they were determined to learn as much about the financial services space as possible to inform all of the creatives. This was then reflected in a stunning set of designs for the campaign which are a quantum leap from anything Fitch Learning have done before and clearly separates us from the competition. It has been a pleasure working with them and everyone is very proud of what we have produced.”

Moray Souter Head of Digital Marketing, Fitch Learning