Don't Just Wear Nike, Own a Stake in Them.
Homegrown digital US stock trading platform Stake has launched its first integrated campaign with Eleven discussing how millennial sneaker fans can get a bigger piece of the brands they love by investing in US stocks in partnership with sneaker bar, Butter.
Don't Just Wear Nike, Own a Stake in Them centered on the insight that sneaker culture and trading had become a multibillion-dollar market and featured some of the most iconic and innovative brands, much like US company stock markets.
The campaign was launched via a virtual panel event, live streamed from Butter in Surry Hills, with both finance and fashion commentators and influencers discussing the parallels and opportunities of stocks and sneaker trading.
Panelists included, Finder.com.au investment editor Kylie Purcell, Butter sneaker trader Justin 'KhameleonKickz’ Michael, Equity Mates’ podcast co-founder Bryce Leske and Stake CEO and co-founder Matt Leibowitz.
The livestream received nearly 1500 pre-event registrations, and was watched by more than 5000 people. It was amplified through PR, social and content via Stake, Butter and Equity Mates.
Attendees could also get their hands on one of 10 pairs of rare Air Jordan sneakers alongside a company stock in Nike when people downloaded the app and entered the referral code ‘butter’ via a dedicated landing page.
Stake global head of marketing Bryan Wilmot says success was down to finding an intersection between the brand and culture.
“Youthful investors of today are energetic and diverse in their interests. They’re not just number crunchers behind screens," Wilmot says.
"Unlocking the world of finance in new ways is something they crave and we were excited to bring a fresh perspective through this partnership.
“We’re really excited to continue our relationship with Butter and to bring more creativity to the investment space with our partners at Eleven."
The campaign will continue to be amplified across social media through targeted post-event hype reels and static ads.