A Growth Campaign That Delivered
I led the creative direction and strategy for this highly successful 4-day event. The Stash StockParty is a high-traffic, low-cost acquisition funnel that drives 50k+ people to the web experience every week to receive a free fractional share of stock from a rotating company. In 2022, Marketing ownership of StockParty had shifted hands multiple times, abandoning this valuable acquisition tool. The VP of Growth Marketing and I devised a plan to breathe life back into StockParty and reach new heights of engagement and referral.
We hosted 4 stock parties, kicking off on Black Friday and ending on Cyber Monday. At each StockParty, we gave away a blue chip retail stock corresponding with a daily Instagram giveaway from that retailer. The campaign consisted of social media posts, emails, in-app messages, and push notifications.
Goals
Drive conversion with a motivating promotion
Build awareness of Stash and StockParty through social tagging, sharing, and referral
Increase social following, specifically on Instagram
Art Direction
In the days leading up to Black Friday, we built excitement on our social channels and promoted the giveaways with a 3D composition featuring all four items. I worked with our in-house 3D animator to develop the style and perfect the campaign images. For each daily giveaway, we shared a looping 3D animation of the item, designed to stop viewers from scrolling past and capture eyeballs on Instagram.
Product Improvements
In addition to directing the creative campaign, I redesigned the StockParty web experience to launch in tandem with our Marketing efforts. I worked closely with our Growth Engineers to solve for pain points using quantitative data and user feedback.
“Add to Calendar” Functionality
A key frustration for StockPartiers was the unreliability of Marketing communications, causing them to miss weekly parties. I solved for these reminders natively by designing a list of upcoming StockParties that integrates with the user’s local calendar application.
Let me know if you’re interested in the full Product Design Case Study for this work.
Record-Breaking Results
The “Get Stocked with Stash” campaign and product updates successfully achieved our goals and put Stash StockParty back on the map for existing and new users. These results compare the average numbers from the 4 campaign days against the metrics for an average Stash StockParty.
