Robinhood had a great audience problem on it’s hands — we had acquired a community of new traders that were interested in deeper and more complex levels of trading but our product was focused on serving the original audience of retail traders. After realizing that this more advanced audience was deeply invested yet incredibly dissatisfied with our advanced options it became the company priority to shift our focus in order to be successful with this community.

I saw this a prime opportunity for my team to lead the effort through our use of performance and growth strategies. I immediately requested a team of creatives to eqiup this effort as I engaged in conversations with research, marketing, and product to keep the inertia rolling.

Inspiring creatives to solve for a complex audience problem had everything to do with understanding the audience…and the problem. Dispelling misconceptions about who the audience is and what they want was my focus in order to anchor this creative in truth and unify the cross-functional collaboration between research, marketing, and product. This only lead to a more genuine tone for a campaign that would be successful in it’s differentiation from the rest of Robinhood’s brand content while preserving the core of what had made the RH brand so distinguished.

Social —> Advanced Charts