Best Investor Relations Online Campaign

“Fawn’s Secret Stock” Viral Video/Microsite THE MARKETING CHALLENGE The client, Bill Mathews, publishes a financial newsletter focused on low-priced stocks. To keep costs down, he wanted to pursue a low-cost viral marketing campaign. However, viral marketing works best in an under 40 demographic and the newsletter’s demographic was over 40. Our goals were: • Create a low-cost viral campaign that would reach the target audience—and spread virally—despite the demographic obstacles. • Convince skeptical prospects that it was in their self-interest to subscribe despite the cutthroat competition from hundreds of other investment newsletters. • Build the credibility of Bill Mathews, a relatively unknown newsletter writer without the draw of more publicized investment writers. THE CREATIVE SOLUTION To make the campaign an absolute stand out, a unique viral video was created. The video comically presented a 4-year-old as a ruthless investor. The comedy overcame the demographic difficulties and encouraged pass-along. Throughout the video, a “secret cheap stock” was teased, then later punched with a dramatic call-to-action that sent the prospect to a landing page. Then, targeted sales copy took over, selling Bill Mathews as an expert in investing. The site’s layout had minimal navigation distractions to discourage site abandonment. Finally, a shopping cart at the bottom of the page discouraged abandoned sales. THE RESULTS The video generated twelve thousand additional views from its viral pass-along. Newsletter subscriptions increased beyond the client’s expectations. The video has now taken on a life of its own, creating new subscribers and lowering the cost per prospect with each view.

Contributors:

Creative Director:	Craig Huey

CREATIVE DIRECT MARKETING GROUP

Location: USA