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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Industry

Financial services

Objective

Brand awareness, Trading volume

Media

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

The challenge

Advertising Leverage Shares is a complicated process, governed by strict financial regulations ensuring their fit for accredited investors and traders. The fragmentation of the European financial market and country-specific regulations make advertising much harder than in other industries. As with all financial products, the conversion path in the user’s journey is most often indirect, as traders buy financial products through brokers instead of directly. Brokers are not allowed to reveal information about trading volumes or investments.

Key results

Through exhaustive testing, we established very specific targets across all platforms. The results were clear: Brand IQ significantly increased engaged website traffic, accomplishing more than 20-fold growth in overall trading volume and AUM.

The solution

Our target for Leverage Shares campaigns was 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.
Twitter, LinkedIn, and other social media platforms were used in conjunction with special events related to Leverage Shares’ products, including announcements of underlying companies, earnings reports, market movements, and world events impacting market conditions. Brand IQ was able to demonstrate strong correlation between social media advertising and trading volumes.
Multi-channel traffic acquisition increased our cost, but allowed specific targeting of our audience profile. These costs were offset by campaign optimizations, utilizing strict viewability criteria, and securing more affordable rates across specific networks and exchanges.
Novel dynamic data-driven creatives designed in-house successfully combined delayed quotes for comparison between price changes of the underlying stocks and those of Leverage Shares’ ETPs. These creatives featured countdown timers following the earnings calendar of each underlying stock. They represented a significant improvement over the traditionally limiting dynamic creatives, and are a technology entirely developed by Brand IQ. Our team increased awareness and engagement while keeping the messages up to date with a modern, sophisticated look that matched 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 spending across premium financial websites. Day parting was matched to the opening and closing hours of the exchanges where the products were trading. This approach allowed us to engage the right people and the right time and location, driving more concentrated engagement and awareness, which increased 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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