Post by account_disabled on Oct 10, 2023 3:46:19 GMT
TransparentBusiness is a remote workforce productivity platform with solutions that help to prevent overbilling, enable workplace monitoring, and provide real-time information on cost and status of projects.ChallengeThe team at TransparentBusiness is currently preparing for their IPO in one of the most saturated markets in history. They needed an innovative approach to generate as much brand equity and awareness as possible. Specifically, they sought to drive $100M in investor capital before December 2021. In an effort to differentiate their brand and reach broad audiences, they branched into a new venture. A very new venture. Enter: Unicorn Hunters, a reality television series that debuted in early 2021.
On the show, founders of highly scalable startups Phone Number List pitch millions of investors around the world (as well as the panel of judges), seeking to raise funds for further expansion. The judges include Apple cofounder Steve Wozniac, *NSYNC singer Lance Bass, and former US Treasurer Rosa Gumataotao Rios (in addition to TransparentBusiness cofounding executives Alex Konanykhin and Silvina Moschini, and Chief Transparency Officer Moe Vela).Jesse Anema, Head of Paid Social at TransparentBusiness, explained, “Unicorn Hunters democratizes access to wealth-creation by providing individual investors with visibility into the next possible billion-dollar pre-IPO business.” The companies that pitch on the show go through a rigorous review process to qualify.
Unicorn Hunters was a unique approach (and a big bet) for TransparentBusiness to reach a wider audience of potential investors. Their marketing goal was to create expansive digital brand reach in advance of TransparentBusiness’s IPO, aiming to boost valuation of the company through a goal of 25 million views per episode.SolutionTransparentBusiness turned to LinkedIn to generate as much awareness as possible for their company and their involvement in Unicorn Hunters. “LinkedIn is known for having a higher quality network with high-net-worth individuals,” said Jesse. To convey the value proposition of both TransparentBusiness and Unicorn Hunters to potential investors, the team leveraged static banner images, video ads, text ads, and sponsored messages across various campaign objectives. They employed split testing and frequent optimizations. And most importantly, they live-streamed episodes of Unicorn Hunters directly on LinkedIn to drive viewership and engagement!Their magic, however, was in their targeting strategy. Specifically, they leveraged LinkedIn’s custom Mass Affluent segment and partnership with Acxiom to identify and target qualified investors on LinkedIn based on their net worth and investable assets. Rather than using a general segment of individuals interested in financial investing, the team was able to precisely reach the right investors. Jesse explains, “Our initial targeting strategy was just a combination of educated guesses based on the history of working with pre-IPO investors from [our CEO’s] extensive business experience. But once we started implementing the Mass Affluent and Axiom audiences, we really started driving results.” The team also tested running these campaigns across Facebook, Google, and native platforms. Jesse shared that, “LinkedIn was one of the top drivers of investment capital.”
On the show, founders of highly scalable startups Phone Number List pitch millions of investors around the world (as well as the panel of judges), seeking to raise funds for further expansion. The judges include Apple cofounder Steve Wozniac, *NSYNC singer Lance Bass, and former US Treasurer Rosa Gumataotao Rios (in addition to TransparentBusiness cofounding executives Alex Konanykhin and Silvina Moschini, and Chief Transparency Officer Moe Vela).Jesse Anema, Head of Paid Social at TransparentBusiness, explained, “Unicorn Hunters democratizes access to wealth-creation by providing individual investors with visibility into the next possible billion-dollar pre-IPO business.” The companies that pitch on the show go through a rigorous review process to qualify.
Unicorn Hunters was a unique approach (and a big bet) for TransparentBusiness to reach a wider audience of potential investors. Their marketing goal was to create expansive digital brand reach in advance of TransparentBusiness’s IPO, aiming to boost valuation of the company through a goal of 25 million views per episode.SolutionTransparentBusiness turned to LinkedIn to generate as much awareness as possible for their company and their involvement in Unicorn Hunters. “LinkedIn is known for having a higher quality network with high-net-worth individuals,” said Jesse. To convey the value proposition of both TransparentBusiness and Unicorn Hunters to potential investors, the team leveraged static banner images, video ads, text ads, and sponsored messages across various campaign objectives. They employed split testing and frequent optimizations. And most importantly, they live-streamed episodes of Unicorn Hunters directly on LinkedIn to drive viewership and engagement!Their magic, however, was in their targeting strategy. Specifically, they leveraged LinkedIn’s custom Mass Affluent segment and partnership with Acxiom to identify and target qualified investors on LinkedIn based on their net worth and investable assets. Rather than using a general segment of individuals interested in financial investing, the team was able to precisely reach the right investors. Jesse explains, “Our initial targeting strategy was just a combination of educated guesses based on the history of working with pre-IPO investors from [our CEO’s] extensive business experience. But once we started implementing the Mass Affluent and Axiom audiences, we really started driving results.” The team also tested running these campaigns across Facebook, Google, and native platforms. Jesse shared that, “LinkedIn was one of the top drivers of investment capital.”
