BNP Paribas Asset Management: The ‘Ripple Effect’ campaign

The approach, initiative or process

BNP Paribas Asset Management’s The’ Ripple Effect’ campaign aims to engage stakeholders in responsible investment practices by showcasing its holistic investment approach, which integrates environmental, social and governance (ESG) considerations. 

BNP Paribas Asset Management takes a broader view of the markets by analysing both financial and non-financial data, enabling it to reveal the drivers of long-term sustainable returns and to create positive outcomes — not only in financial performance for its clients’ assets but also across the broader economy and society.  

To achieve its communication objective, BNP Paribas created a documentary-style series called the ‘Ripple Effect’ with stories that address systemic risks and their potential solutions and benefits. Each episode offers an unconventional starting point and unfolds through a chain of events on which scientists, industry leaders and investors have a perspective. 

Key sustainability themes covered in the episodes include biodiversity, demographics, circular economy, energy transition and technology: topics essential to sustainability, as they highlight how ESG considerations and their financial or risk impact can help drive long-term sustainable returns. 

Adopting a digital-only strategy 

BNP Paribas aimed to build awareness and engagement across multiple markets. To ensure its messaging was accurate, engaging and free from greenwashing, it: 

• used an accessible tone of voice avoiding overly technical language while ensuring that messaging ambitions respect PRI-aligned best practices in ESG communication; 

• fact-checked all content with ESG experts and reliable external sources; 

• featured thought leaders and subject matter experts; 

• prioritised transparency and accessibility for a broad audience, including investors, fund distributors and selectors. 

Discover more through the four stories below: 

Episode 1: A helping hand for nature offers promising prospects for pharmaceuticals. How a switch in pharmaceutical industry practices can relieve the strain on biodiversity while offering long-term sustainable returns on investments in this economic sector. 

Episode 2: A switch in the food chain that fosters a hopeful economic future. Mitigating food waste by investing in industry-oriented solutions can generate sustainable returns, while helping to tackle climate change. 

Episode 3: Closing the loop on AI and renewables: a promising investment landscape. Powering the growth of artificial intelligence by supporting the energy transition can create a virtuous financial path towards a more sustainable future. 

Episode 4: Empowering natural capital while driving financial returns. A shift from traditional materials to wood-based alternatives can foster nature’s preservation and resilience while opening new paths towards financial opportunities. 

Measures to ensure transparency and generate outcomes

In a departure from traditional industry practices, where the promotion of asset management expertise is often the focus, BNP Paribas’ approach takes a distinctive path to prioritising the impact of our investments. By doing so, it is able to create unexpected and effective stories that provide tangible proof through case studies highlighting the importance of sustainability in investing. 

BNP Paribas’ communication has demonstrated real resonance, as evidenced by the campaign’s KPIs with increased engagement compared to historical benchmarks, and the campaign reaching a wide audience and generating significant interest. The digital-only, Pan-Euro and Pan-APAC media plan has driven awareness and engagement towards the campaign’s landing page. 

The success of BNP Paribas’ campaigns is further evidenced by several key performance indicators (as of 04 August 2025): 

• 102m ad impressions: outperforming industry CPMs by 8% 

• 150k clicks: outperforming global industry CTR benchmarks by 15% 

• Over 2.5m YouTube video views: 8% above the BNPP AM benchmark 

• Over 13k site visits: outperforming BNPP AM visit rates by 10% 

• An average of 01:44 on the site: 16% above the industry average 

• 2.9 pages per visit: 45% above the industry average 

• LinkedIn delivered 1.96m impressions, 294,039 video views, 32,146 engagements and 8,098 link clicks, for a total of 1,612 visits (visit rate of 19.9% compared to our internal benchmark of 14.9%) 

• LinkedIn: BNP Paribas has seen +82.5% completion rate on sponsored videos (vs. internal benchmark) 

These metrics demonstrate the effectiveness of this impact-driven approach, setting BNP Paribas apart from its peers and underscoring the value of prioritising the broader consequences of its investments. 

Reducing the carbon footprint 

BNP Paribas reduced its carbon footprint by implementing eco-friendly production measures. These included using small local production teams that were managed remotely, or incorporating archived content in post-production. As a result, its average daily carbon footprint was 0.6 T CO2, which is significantly lower than its agency’s benchmark of 2.5 T CO2 per day. 

PRI disclaimer:This case study aims to contribute to the debate around topical responsible investment issues. It should not be construed as advice, nor relied upon. It is written by a guest contributor. Authors write in their individual capacity – posts do not necessarily represent a PRI view. The inclusion of examples or case studies does not constitute an endorsement by PRI Association or PRI signatories.