Crowd street
Build something real
Overview
Growing the registered base
CrowdStreet needed to grow their Registered Accredited Member (RAM) target base while maintaining their leadership position as the most trusted resource for alternative investing in the CRE sector. The brand could no longer rely solely on demand generation communications to drive the business, and needed a differentiated approach that could sustain long-term growth.
Opportunity
Bring commercial real estate into the mainstream financial conversation by tapping into the desire to invest in something real, tangible, and worth physically pointing to.
Solution
Anchoring the brand
The target, what we called the Self-Directed Class, are people creating and participating in new ways that challenge conventional structures and wisdom. Investing in CRE provides a more concrete investment option, and that tangibility held an even greater allure for this audience. In a world of stocks, bonds, and cryptocurrency, there aren't many investments you can physically touch or point to. Big Spaceship tapped into that life-long interest in investing in real things to differentiate CrowdStreet in the category. Build Something Real became the platform.
Execution
From skyline to screen
To develop a go-to-market media investment that was both efficient and impactful, Big Spaceship went well beyond simple asset requirements, layering in location, media usage, and behavioral factors. The resulting plan addressed top-of-funnel awareness needs through connected and linear TV and streaming audio, while mid-funnel tactics layered in programmatic display, social, and mobile to drive consideration. Bold typographic OOH installations, with copy shaped into building silhouettes, placed CrowdStreet into the physical environments where the target audience lived and worked; a campaign as real and grounded as the investment class it represented.