VanEck
Brief
Ahead of the Future Proof Festival, the premier financial advisor conference led by financial influencer Josh Brown that took place in Huntington Beach, Vested and VanEck partnered to reach conference-goers throughout their full journey to and from the conference.
The goal of the out-of-home campaign was to highlight VanEck’s HODL Bitcoin ETF to financial advisors ahead of and after the conference, building excitement around VanEck and HODL amongst conference attendees and encouraging them to visit the online fund page. Ultimately, VanEck wanted to make a large impact at a key industry event while driving interest and organic clicks to its HODL fund page.
Approach
The tactics included airport ads in LAX (Los Angeles) and SNA (Orange County) through in-terminal digital inventory, the United Club, and the Private LAX terminal. Those flying to either airport were also greeted by gate screen ads at their origin airports.
In addition to ads displayed at the airport, VanEck and Vested targeted ads in Uber cars around the airport and conference to ensure our ads reached our target audience from the beginning to the end of their trip. We also had a significant presence on the ground at the conference, as VanEck’sCEO spoke during a premier panel session and hosted a large booth where we gave away swag, further enhancing the brand’s visibility at the conference. Throughout the campaign, we concentrated on digital displays that allowed for added flexibility and less installation and production costs, and still attracted valuable attention and visibility. We also partnered with CNBC on a Squawk Box sponsorship that appeared during the program ahead of the conference.
Results
We received over 17.9 million total ad impressions during the two-week out-of-home campaign, allowing VanEck to reach its target market during an event where many existing and prospective clients were in attendance. That included over 50k completed Uber trips in and around the conference that showed our targeted ads and led to over 180k video starts and a 0.85% CTR, surpassing the typical 0.75% benchmark. It was clear that HODL became a key talking point among conference-goers as a number of attendees came by the booth to express how impressed they were with our advertising. During the campaign, organic traffic to the HODL fund page went up by over 100% when compared to the previous period.
Execution
