Webull

OOH Drives App Downloads

Objective

Webull Markets Limited launched an initiative in Q4 2021 to  acquire new accounts through app downloads in key US  markets.

Activation

Project X , in partnership with Webull, first developed a strategic communications plan for their first ever OOH campaign in the US. The goal of the campaign was to encourage two of their key  audiences (frequent travelers & college students) to download & use the Webull app for “Learning, Sharing, Investing”. To help determine the optimal market mix for the out-of-home campaign, PJX pulled in multiple data sources including Scarborough/Nielsen, MRI, and Census, to finally align on New York, Los Angeles, Dallas, Houston, Boston & Washington D.C. 

To reach our target audience, we segmented the priority  markets into quintiles to reach zip codes that over indexed against Males aged 18-34 Who Are Currently Enrolled/Attending  Classes At A College/University And Had Domestic/Foreign Travel In The Past 12 Months. 

Utilizing our proprietary ad tech platform, we were quickly able to identify placements in pedestrian friendly areas, capitalizing on their high dwell time. Using a contextually relevant mix of OOH media including transit formats, street level billboards, airports, and college campuses, Webull blanketed major cities with dynamic creative executions.  

To further engage consumers, a QR code was included on eye level placements to encourage passersby to take immediate action, while on college campuses, a unique call-to-action and special incentive was placed on the media activations. To get this all done for an on-time campaign launch, our in-house  production team helped re-size artwork for over 60 assets to ensure we met creative deadlines.

Results

App clicks, installs and opens were all tracked to allow the team  the ability to see which markets and formats performed the best  in order to help inform & craft future campaigns. 

The total QR scans reported during the paid media campaign were 472, with New York performing the highest, followed by Washington DC. – specifically, within the airport space, LaGuardia in New York performed considerably well. The total delivered impressions for A18+ across all media formats (audited and unaudited) was 943M - this surpassed the planned total of 592M by 351M impressions. 

The total delivered added value for the campaign was $1.4M - this includes the over delivery of digital spots (airports, college  campuses) and additional time delivered across all static placements through the month of January (campaign end date  was 12/19/21).