Brief &
Approach

PeerStreet is an innovative real estate marketplace lending firm founded by a former real estate attorney and the creator of Google Analytics. A longtime client of Vested, the brief has been to raise the firm’s overall visibility to drive investor interest.

In addition to our traditional earned media approach, a critical part of the program has been influencing the influencers – the many bloggers, podcasters, and industry figureheads that are talking about the space. From coordinating with industry association heads to foremost social influencers, the focus has been to raise PeerStreet’s brand impact amongst these influencers to turn them into advocates.

Coverage

Vested secured coverage for PeerStreet in a variety of influential finance blogs, including Millennial Money and Stacking Benjamins, as well as established editorial outlets, such as Business Insider and Forbes.

Desktop: PeerStreet was featured heavily on the Stacking Benjamins podcast, a popular listen among financial influencers.
Mobile: An article in Business Insider on PeerStreet and one of its investors, Michael Burry, who rose to worldwide acclaim after being featured in the Big Short.

Results

A steady stream of “coverage” and advocacy from important influencers in the space, yielding not only web traffic but actual investment into the platform. The ROI has been tangible and valuable for PeerStreet.

Brief &
Approach

Boston Private sought to raise brand awareness and stand out in a crowded space. The goal was to tell a cohesive story both internally and externally, using a fully integrated approach to marketing and communications.

Vested deployed a two-pronged strategy to raise visibility. First, we focused a campaign on elevating the firm’s first female CIO and established strong relationships with key reporters and producers in the asset and wealth space. Once we secured recurring appearances on Closing Bell and Power Lunch with bi-weekly market commentary, we were able to leverage the relationships we built to begin promoting additional spokespeople within the firm to deepen the bench.

Next, we rolled out an integrated communications strategy supporting Boston Private’s “Why of Wealth” survey, examining the psychological factors driving how Americans interact with their wealth.

Broadcast
Coverage

Through working with Vested, Boston Private was able to secure recurring appearances for their CIO on CNBC’s Closing Bell, Power Lunch, and more.

Shannon Saccocia, Chief Investment Officer at Boston Private, featured on CNBC’s “Fast Money Halftime Report.”

Digital & Print
Coverage

In addition to television coverage, Boston Private was featured in both the NY Times and Business Insider.

David Murphy, head of wealth advisory at Boston Private, quoted in the NY Times article “Balancing the Benefit and the Burden of Wealth.”

Results

The “Why of Wealth” campaign led to a combination of high quality news coverage-led by a feature by Paul Sullivan of The New York Times in the “Wealth Matters” column-hitting a wide range of audiences from advisors to institutions to consumers. Being open to different types of audiences has allowed Boston Private to differentiate in a crowded space and show a commitment to investing in client relationships.

In addition, Vested raised and elevated their CIO delivering platinum-tier and trade press coverage on a consistent basis including a contributor spot on CNBC’s Halftime Report.

Gramercy Institute
Winner – Best PR/Media Relations Strategy

FCS Portfolio Award
Silver Winner

Brief

Masthaven is a retail lending and savings bank located in the UK.  While they liked their existing logo and color palette, Masthaven found the application of their brand to be childish and unappealing to the broker side of their business. Vested refreshed their old brand, developing a new brand identity and graphic assets that appealed to both retail customers and brokers alike.

Type

We chose Playfair Display Bold and Bariol Regular for Masthaven’s primary and secondary fonts, striking a balance between traditional finance and the existing youthfulness of their brand.

Colors

Masthaven’s color palette consists of five primary colors: Ice, Pebble, Iron, Charcoal, and Fuschia.  The warm colors give their brand a bright and refreshing look across all mediums and distinguish them from competitors in the field.

Ice

Pebble

Iron

Charcoal

Fuschia

Photography

As part of the rebrand, we developed unique double-exposure photography, highlighting the dreams of Masthaven customers across the globe.

Collateral

We applied Masthaven’s new brand guidelines to their existing collateral in both digital and print, including business stationary and product guides.

Website

In addition, we designed a new website based on the rebrand for both desktop and mobile devices.

Results

Masthaven could not have been happier with the result of the rebrand.  It was rolled out successfully across all mediums in early 2019 and met with praise throughout the company.

Brief

The main goal behind Grayscale Investments’ #DropGold campaign was to ignite a discussion around gold vs bitcoin – challenging the notion that gold is a stalwart investment and misperceptions that bitcoin is not. In many ways, bitcoin can be considered ‘digital gold’ and should play a role in investors’ portfolios as a hedge against market dislocations and recessions.

While the #DropGold campaign set out to persuade people of the bitcoin investment opportunity, it also aimed to elevate the legitimacy of digital currencies as a whole. The campaign’s TV commercial was the first nationally aired ad of its kind.  The campaign sparked an industry-wide debate about gold vs bitcoin. Additionally, the campaign introduced GBTC for the first time to a much wider retail audience – the only crypto investment product of its kind that provides investors with exposure to bitcoin through their brokerage accounts.

Above: The original Drop Gold commercial.

Collateral

For this to be effective, we needed to have a strong point of view, a compelling content destination, and highly engaging amplification across channels. These initiatives lead Vested to create an immersive content destination housing videos, content, and relevant information on a beautiful, custom microsite for the campaign.

Above: A personal microsite designed to house information about GBTC and inform investors.

Coverage

The paid, earned, shared and owned tactics above were executed by the Vested team through a series of strategic teases, pitches and roll-outs. Prior to Drop Gold’s official public launch, Vested vaguely teased out the release of the commercial and subsequent campaign on Grayscale’s social media accounts, telling followers to keep an eye on the space. Next, we pre-pitched the commercial to reporters to gauge initial interest and reaction and to secure some solid coverage in tandem with the official launch.

As the full campaign was rolled out across all platforms over the course of 24 hours, it  quickly picked up traction. First, the commercial aired and started to cause a stir amongst the gold community (links below). Next, Vested pushed out all of the associated ads while simultaneously pushing the website live and proactively pitching additional publications for coverage. The combined efforts resulted in an elevated dialogue around bitcoin as “digital gold” and intense debate over bitcoin versus gold in the weeks and months that followed. 

Featured on:

Results

The campaign received more than 150 pieces of coverage across print and media and sparked engagement via social media, fueling a conversation about gold’s future and a stronger bitcoin as “digital gold” narrative. 

AWARD
WINNER IN DIGITAL MARKETING/ADVERTISING