From Branding to Trading Volume

Leverage Shares is the pioneer provider of physically backed leveraged financial instruments. Their innovative exchanged traded products (ETPs) offer experienced traders magnified exposure, daily investment objectives, and efficiency when buying stocks on leverage. Leverage Shares’ ETPs were first listed on the London Stock Exchange in December 2017 and later CBOE and Euronext. The company has more than 100 listed products and comprises more than 5% of all listed ETPs on the London Stock Exchange.
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The challenge

The challenge in advertising Leverage Shares lies in the specific nature of the products, governed by strict financial regulations and their fit for sophisticated traders and accredited investors. In addition, the European financial markets are quite fragmented and country specific. As with all financial products, the conversion path in the user’s journey is very indirect because traders buy financial products through brokers and not directly through the website. Brokers cannot reveal information about trading volumes and investments.

Key results

Our exhaustive numerical tests helped us establish very specific targeting across all platforms. The results are clear: we managed to reach relevant audiences, significantly increasing engaged website traffic, and accomplishing more than a 20-fold growth in the overall trading volume and AUM.

The solution

The advertising environment for Leverage Shares campaigns was curated to target experienced investors and sophisticated traders. Brand IQ handpicked websites and apps to include relevant economic, tech and financial media, known to attract potential users of Leverage Shares’ products. We further used lookalike audiences to achieve targeted reach at greater scale in addition to event-driven remarketing campaigns.
Social media advertising, targeting relevant audiences, mostly on Twitter and LinkedIn, was used in conjunction with special events related to Leverage Shares’ products, including announcements of the underlying companies, earnings reports, market movements, and world events. Brand IQ was able to demonstrate strong correlation between social media advertising and trading volumes.
Multi-channel traffic acquisition, in search of the niche target audience profile, naturally drove the cost up. This was offset by campaign optimizations, employing strict viewability criteria, and securing more affordable rates across specific networks and exchanges.
Novel dynamic data-driven creatives, designed and programmed by Brand IQ’s creative team, successfully combined delayed quotes for comparison between price changes of the underlying stocks and those of Leverage Shares’ ETPs. The creatives featured countdown timers, following the earnings calendar of each underlying stock. These creatives represented a significant accomplishment in light of the traditionally limited dynamic creatives and are a technology entirely developed by Brand IQ. They were able to drive awareness while keeping the creative messages up to date, with a modern and sophisticated look in conjunction with the overall look of the Leverage Shares website.
Strict geo targeting and day parting were leveraged to focus further on the relevant audiences and to optimize spend across premium financial websites. Day parting was matched to the opening and closing hours of the exchanges where the products are trading. This approach allowed us to engage the right people at the right time and location, driving more concentrated engagement and awareness, ultimately increasing daily trading volumes.
Leverage Shares is the pioneer provider of physically backed leveraged financial instruments. Their innovative exchanged traded products (ETPs) offer experienced traders magnified exposure, daily investment objectives, and efficiency when buying stocks on leverage. Leverage Shares’ ETPs were first listed on the London Stock Exchange in December 2017 and later on CBOE and Euronext. The company has more than 100 listed products and comprises of more than 5% of all listed ETPs on the London Stock Exchange.

Industry

Financial services

Objective

Brand awareness, Trading volume

Media

Audio, Connect TV, Display, Video, Social, Search

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