Robinhood
CASE STUDY
罗宾汉案例研究
78,000
新账户
8500 万美元以上
初始存款
89.74 美元
每次收购成本
12 倍
广告支出回报
Company
Robinhood
Campaign Type
用户获取
Industry
金融与交易
Case Timeline
90 天
Strategy
利用行为兴趣定位和加密原生受众，推动Z世代和千禧一代投资者采用免佣金交易。
活动概述
免佣金交易平台Robinhood试图将其用户群扩展到传统社交媒体渠道之外，以吸引精通加密货币的投资者和交易爱好者。该活动在90天内总广告支出为700万美元，目标是积极研究投资策略并表现出高财务意愿的用户。
战略
该活动在基于行为和兴趣的细分市场中采用了战略受众定位：
- 受众定位：目标是散户投资者、高风险用户和永续交易者，他们对传统市场扩张的投资和外汇交易感兴趣。
- 重定向策略: 顺序消息强调零碎股票、加密交易和即时存款以转化潜在客户。
- 品牌定位：零费用消息凸显了与E*TRADE和德美利证券等传统经纪公司相比的免佣金优势。
- 广告优化：多点触控广告优先考虑美国市场的18-35岁人群，家庭收入为4万至15万美元。
Results
- 总转化次数: 在目标人群中开设了 78,000 个新账户
- 总销售额: 账户激活后的第一周内有85,75万美元的初始存款
- 总覆盖率：金融和以加密为重点的网站带来了4260万次曝光量
- 点击率: 总点击量 892,000 次，具有卓越的移动设备性能指标
Why It Worked
- 精准受众定位: 活跃钱包和代币持有者以经过验证的加密投资经验和分散投资组合的意愿吸引了用户
- 跨平台策略: 个人理财和投资/交易板块吸引了传统投资者寻求代替昂贵经纪业务的免佣金替代方案
- 零费用价值主张: 免佣金信息引起了注重成本的千禧一代和寻求负担得起交易机会的Z世代投资者的强烈共鸣
Conclusion
Robinhood 的活动展示了基于行为和兴趣的定位如何推动卓越的用户获取结果。将加密原生受众与传统金融领域相结合，在保持成本效率的同时实现了大规模的规模。事实证明，在竞争激烈的金融市场中，这种精确的定位方法比广泛的人口战略更有效。
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