Drop8 promotes fintech start-up UMushroom

UMushroom has set itself the task of changing the way people think about investing. A contest and a new campaign are now being used to attract new users to the innovative investment platform, which is aimed at all sections of society. UMushroom is convinced that everyone has the potential to become a successful investor.

Drop8 is using a programmatic performance campaign to promote UMushroom's "Switzerland for Financial Literacy 2024" contest. The aim is to acquire the necessary investment knowledge step by step during the competition period from February to April 2024 in order to create a fictitious investment portfolio, which will be evaluated by a renowned jury at the end of the contest and rewarded with attractive prizes.

Performance and brand awareness

The main objectives of the campaign include generating participation in the competition, which should also increase the number of members of the UMushroom community, as well as raising general awareness of the young investment platform. The campaign combines strongly performance-oriented measures with aspects that should also contribute to brand awareness. The target group for the campaign is between the ages of 18 and 35 and ideally has a basic interest in finance and investment. This target group is characterized by its openness to innovative financial services and its willingness to explore new ways of investing. In addition, UMushroom is generally aimed at anyone who feels the need for financial empowerment.

Multi-level targeting strategy

Drop8 uses a suitable multi-level targeting strategy to reach the campaign objectives and target groups as efficiently and successfully as possible. On the one hand, contextual targeting is used, whereby the campaign can be placed across a broad inventory based on keywords in an environment where content matching the target group is consumed. In addition, classic environment targeting is used to occupy inventories that are generally known in the financial and business sectors. In combination with audience targeting that prioritizes addressing young people, this ensures that the advertising message is placed in precisely the environment where the right target group consumes suitable content, so that wastage is reduced to a minimum with maximum efficiency. Retargeting is also used to re-target users who have already been identified and have an affinity.

In order to incorporate awareness aspects into the campaign alongside the ambitious performance targets, Drop8 has produced eye-catching advertising formats in the display area with the social and scroller ad. With the social ad, existing social media content such as an Instagram reel can be streamed directly into a display ad and carried into the entire programmatic universe. In this way, existing and elaborately produced moving image assets can be reused in a resource-efficient manner without additional production costs. On the other hand, ad recall and attention for the campaign and the brand itself can be increased. The scroller ad, on the other hand, combines moving images with static elements and offers the user the opportunity to scroll through the ad and interact with it in a playful way. This gives advertisers the opportunity to convey complex content and messages on several slides in an understandable way.