Robinhood | Super Bowl LV
Business Goal(s): Adoption, Brand Relevance
When Robinhood embarked on a mission to democratize investing and ended up in the middle of a PR nightmare – with a looming IPO, they needed a partner to help them translate their bold mission into a people-powered movement that re-ignites brand love. My team at Monks jumped into action when the company engaged us for their Super Bowl LV content, and the work included:
We collaborated with our brand partners to develop a comprehensive research plan, combining quantitative and qualitative research methods, including surveys, focus groups, and one-on-one stakeholder interviews. This approach aimed to uncover key audience insights around investing and investment brands.
Creative Strategy
Identifying the insight that even though most Americans don’t know much at all about hedge funds and Wall Street investing, we all spend time and energy on the things that are important to us – our friends, health, pets, and Labubu collections. We Are All Investors.
Creative Development
Built off a series of sharp creative briefs, I collaborated with the Monks creative team to create a full-funnel campaign that ran during Superbowl LV, including a reimagined, more intuitive website experience (based on focus group findings), a suite of strategic digital ads to help drive folks down funnel, a guerilla experiential takeover of Wall Street, and the crowned jewel of our campaign the “We Are All Investors” TVC that ran during Primetime TV’s #1 spot.
Simultaneously, I helped Robinhood create a press release addressed to its investor community in relation to the GameStop short squeeze.
As a result of our marketing campaign and PR efforts, Robinhood re-engaged its user community and realized a sizeable lift in NPS. The brand successfully navigated its IPO and has since become the most downloaded and used retail investing app in the United States. This one was SUCH A RUSH.