Growing $NERD’s
Assets Under Management
By Reaching Millennial Investors
Business Context
Roundhill Investments hired The Hand to reach and convince millennial investors to invest in their Esports Exchange Traded Fund (ETF). Working under a tight deadline, we developed ad creative that simply communicated the investment opportunity and a media and creative testing strategy that would help determine which channels and messages were driving interest from retail investors.
Developed Advertising Creative
Roundhill needed to communicate a complicated idea into a simple message. We storyboarded different ways to explain streaming esports and created a range of animated videos that evoked feelings that we wanted our target demographic to feel.
Closing Bell Ceremony @ New York Stock Exchange
Our campaign not only launched digitally, but was featured on the trading floor of the New York Stock Exchange with over 20 digital screens playing our video creative. Against the backdrop of our custom produced Bell Podium animation, Roundhill celebrated the launch of the first esports ETF in front of the Wall Street elite, as well as Tier 1 publishers like Fox Business News and CNBC.
Implemented Website Tracking
Through conversations with the Roundhill team, we learned that they ultimately wanted to drive net new Assets Under Management for their fund.
We decided to track two Key Performance Indicators (KPIs) to determine the traffic quality from each channel: downloads of investor materials (eg: PDF and excel file downloads) and clicks out to retail brokerage partners (eg: Charles Schwab, Robinhood, etc), and optimized the paid search and paid social campaigns for the lowest possible cost per action (CPA).
Effective Media Buying
After setting baseline metrics for cost per clicks (CPCs) and cost per actions (CPAs), we reallocated media spend to drive more performance out of the same budget. We delivered not only more website traffic higher quality traffic that clicked out to their retail brokerage partners.
To pour fuel on the fire, we sourced and negotiated a list of partner email newsletters, news sites, and influencers to reach millennial investors commuting on their way to work, at work and at home playing video games.
