In the day and age as we are in today, investors have a plethora of options to choose where they want to invest. However due to lack of education, more often than not, investors find themselves to be lost, which is where DSP came in with a requirement to not just launch their S&P Liquid Rate ETF but also educate them around Liquid ETFs in general.
Table of Contents
Objective
DSP wanted to educate and create awareness among users around ETFs and their S&P Liquid Rate ETF NFO. The DSP S&P BSE Liquid Rate ETF is an open-ended scheme replicating/ tracking the S&P BSE Liquid Rate Index
Why Tickertape?
Tickertape has a set of 5M MAU with digital broking accounts with an inclination to diversify their portfolios through their high disposable incomes, making us the right choice for DSP to run their ETF launch campaign.
The approach we took
- Display the fund across high-visibility ad spots like the app homepage and asset pages.
- Leverage our blog property read by 2Mn+ investors to spread education around the S&P Liquid Rate ETF NFO among our active investor base.
Execution
- To solve for visibility, we displayed ads on the homepage and the stock pages in the form of GIFs
- We ran the blog to solve for investor education & provide a more in-depth understanding of Liquid rate ETFs as a whole
- DSP focused on educating the users about ETFs; hence, we doubled down on it through Push Notifications, which landed the users on to the blog.
Homepage Banners:
Blog:
Asset pages:
Results
The homepage banner and asset pages helped reach a wide audience of 2.5 million and brought in an engagement rate of 1.25x the industry standards.
Users spent 109 seconds on the blog, which is 48 seconds higher than the industry average.
68% of users engaged during the campaign had Digital broking accounts with firms like Zerodha, Groww, and Angel One.
7.5 out of 10 users who clicked on the ad were from the top 6 metro cities.
Our campaign proved instrumental in delivering enhanced reach to our target audience precisely when their intent was higher. Its strategic deployment on Tickertape ensured maximum impact and resonance with our key demographic and target audience who visit trading platforms like Tickertape on a regular basis.
Pawan Gurnani, AVP, Consumer Growth Marketing
We are thankful to Pawan and the entire DSP team for placing their trust in Tickertape for the goal of educating prospective customers about Liquid Rate ETFs. It’s rare to come across businesses that genuinely keep customer education as the North Star metric to aim for. We saw great response both for generating curiosity (1.2x CTR against our average campaigns) as well as consideration (high engagement on the blog: 109 seconds of average sessions) for the campaign. This shows that Tickertape users are hungry to learn about new financial products from leading brands in the market. Looking forward to many more collaborations with the DSP team in the future.
Aniket Thakkar, VP Marketing smallcase/Tickertape
