Robinhood Case Study
Leveraged behavioral interest targeting and crypto-native audiences to drive commission-free trading adoption across Gen Z and millennial investors.
Robinhood, the commission-free trading platform, sought to expand their user base beyond traditional social media channels to reach crypto-savvy investors and trading enthusiasts. With a total ad spend of $7M over 90 days, the campaign targeted users actively researching investment strategies and showing high financial intent.
Campaign Overview and Strategy
The campaign employed strategic audience targeting across behavioral and interest-based segments:
- Audience Targeting: Behavioral segments included Active Wallets and Token Holders for crypto-native reach. Interest-Based targeting covered Personal Finance and Investment/Trading for traditional market expansion.
- Retargeting Strategy: Sequential messaging emphasized fractional shares, crypto trading, and instant deposits to convert prospects.
- Brand Positioning: Zero-fee messaging highlighted commission-free advantage over traditional brokerages like E*TRADE and TD Ameritrade.
- Campaign Optimization: Multi-touch campaigns prioritized 18-35 demographics with $40K-$150K household incomes across US markets.
Results
- Total Conversions: 78,000 new account openings across targeted demographics
- Total Sales: $85,750,000 in initial deposits within first week of account activation
- Total Reach: 42.6 million impressions delivered across finance and crypto-focused websites
- Click-Through Rate: 892,000 total clicks with exceptional mobile device performance metrics
Why It Worked
- Precision Audience Targeting: Active Wallets and Token Holders targeting reached users with demonstrated crypto investment experience and readiness to diversify portfolios
- Cross-Platform Strategy: Personal Finance and Investment/Trading segments captured traditional investors seeking commission-free alternatives to expensive brokerages
- Zero-Fee Value Proposition: Commission-free messaging resonated strongly with cost-conscious millennial and Gen Z investors seeking affordable trading access
Conclusion
Robinhood's campaign demonstrates how behavioral and interest-based targeting drives exceptional user acquisition results. Combining crypto-native audiences with traditional finance segments achieved massive scale while maintaining cost efficiency. This precision targeting approach proves more effective than broad demographic strategies in competitive finance markets.
Success Stories
What success looks like
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