Grayscale
Brief
Grayscale Investments, already the largest crypto asset manager, set out to become the next major ETF issuer. As such, they wanted the launch of their first ETF to drive inflows as well make a major splash in the ETF industry. As newcomers to the space, Grayscale engaged Vested to drive the launch of GFOF (Grayscale Future of Finance) soup to nuts; strategy, messaging, branding, collateral, website launch, social media, PR, and a $1m+ advertising campaign.
Approach
Vested developed a tech-forward brand defining GFOF as an opportunity to invest in the “digital economy.” The brand extended Grayscale’s institutional brand to be more aligned with the self-directed investor and consumer audience. In order to make a splash, Vested developed an integrated launch which included PR, paid/organic social, email, TV ads, and digital advertising. Vested planned an 8-week advertising blitz where GFOF took over home pages across Business Insider, Bloomberg, Wall Street Journal, Market Watch, Barrons, and CNBC. Vested worked directly with the Grayscale ETF team and Foreside to ensure all advertising, content, and collateral met compliance requirements.
Results
GFOF was launched with ads across all major financial outlets, announced via a print-exclusive through Bloomberg as well as on CNBC’s Squawk Box. GFOF garnered over $3 million in net assets within their first week.
