How do you get a non-investor to start investing? You acknowledge it’s always a little weird to try something new.

AGENCY

SoFi

YEAR

2019

ECD

Shahin Edalati

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To launch SoFi’s brokerage platform, we needed to find a way to get a generation that doesn’t invest to start investing. We landed on the insight that, like a lot of things in life, investing is weird... but only until you try it.

Empathetic, self-aware, and internet-y, Investing is Weird gave us a way to become the investing platform of choice for new and not-so-new Millennial investors.

We built on the SoFi brand’s new look and feel to create a hyper-real, isometric world full of monocle-wearing brains, fee-free parking meters, and clocks that track time in dollar signs.

tl;dr It worked. So much so that in the first week of the campaign, the brand notched its first $1 million deposit day. By week three, WoW growth of funded accounts was up 20%.

View through rates (VTR) beat briefed KPIs and industry benchmarks (+22%) as well as the brand’s previous best while also notching above-average brand lift and a cost per view (CPV) lower than financial services norms.