Thread by @TrungTPhan, 1/ Brex raised new funding at a $7.4B valuation. Interestingly, the corporate [...]

1/ Brex raised new funding at a $7.4B valuation.

Interestingly, the corporate card startup launched in 2018 with a very successful $300k out-of-home (OOH) ad campaign.

Here& #39;s a breakdown of Brex& #39;s OOH strategy

https://abs.twimg.com/emoji/v2/... draggable="false" alt="🧵" title="Thread" aria-label="Emoji: Thread">

1/ Brex raised new funding at a $7.4B valuation. Interestingly, the corporate card startup launched in 2018 with a very successful $300k out-of-home (OOH) ad campaign. Here& #39;s a breakdown of Brex& #39;s OOH strategy https://abs.twimg.com/emoji/v2/... draggable=

" title="1/ Brex raised new funding at a $7.4B valuation. Interestingly, the corporate card startup launched in 2018 with a very successful $300k out-of-home (OOH) ad campaign. Here& #39;s a breakdown of Brex& #39;s OOH strategy https://abs.twimg.com/emoji/v2/... draggable="false" alt="🧵" title="Thread" aria-label="Emoji: Thread">" class="img-responsive" style="max-width:100%;"/>

2/ First, what are out-of-home (OOH) ads?

There are 4 major categories:

https://abs.twimg.com/emoji/v2/... draggable="false" alt="◻️" title="Weißes durchschnittliches Quadrat" aria-label="Emoji: Weißes durchschnittliches Quadrat"> Street furniture (bus benches, phone kiosks)

https://abs.twimg.com/emoji/v2/... draggable="false" alt="◻️" title="Weißes durchschnittliches Quadrat" aria-label="Emoji: Weißes durchschnittliches Quadrat">transit (taxis, busses, airports)

https://abs.twimg.com/emoji/v2/... draggable="false" alt="◻️" title="Weißes durchschnittliches Quadrat" aria-label="Emoji: Weißes durchschnittliches Quadrat">place-based (arenas, shopping malls)

https://abs.twimg.com/emoji/v2/... draggable="false" alt="◻️" title="Weißes durchschnittliches Quadrat" aria-label="Emoji: Weißes durchschnittliches Quadrat">billboards (traditional and digital)

Billboards make up 60%+ of OOH inventory.

2/ First, what are out-of-home (OOH) ads? There are 4 major categories:https://abs.twimg.com/emoji/v2/... draggable=

3/ What& #39;s interesting about OOH is that if used correctly, the cost to reach 1k people (aka CPM) is cheaper than other ad options.

4/ In OOH campaigns, there is usually a trade off between:

https://abs.twimg.com/emoji/v2/... draggable="false" alt="◻️" title="Weißes durchschnittliches Quadrat" aria-label="Emoji: Weißes durchschnittliches Quadrat"> Frequency: How often your target demo sees an ad

https://abs.twimg.com/emoji/v2/... draggable="false" alt="◻️" title="Weißes durchschnittliches Quadrat" aria-label="Emoji: Weißes durchschnittliches Quadrat"> Reach: How many *total* people see your ad

Brex launched to a very specific demo (startup founders in SF), so it optimized for frequency:

4/ In OOH campaigns, there is usually a trade off between:https://abs.twimg.com/emoji/v2/... draggable=

Frequency: How often your target demo sees an ad https://abs.twimg.com/emoji/v2/... draggable="false" alt="◻️" title="Weißes durchschnittliches Quadrat" aria-label="Emoji: Weißes durchschnittliches Quadrat"> Reach: How many *total* people see your ad Brex launched to a very specific demo (startup founders in SF), so it optimized for frequency:" title="4/ In OOH campaigns, there is usually a trade off between:https://abs.twimg.com/emoji/v2/... draggable="false" alt="◻️" title="Weißes durchschnittliches Quadrat" aria-label="Emoji: Weißes durchschnittliches Quadrat"> Frequency: How often your target demo sees an ad https://abs.twimg.com/emoji/v2/... draggable="false" alt="◻️" title="Weißes durchschnittliches Quadrat" aria-label="Emoji: Weißes durchschnittliches Quadrat"> Reach: How many *total* people see your ad Brex launched to a very specific demo (startup founders in SF), so it optimized for frequency:" class="img-responsive" style="max-width:100%;"/>

5/ Brex spent $300k for a 3-month campaign to "dominate" its chosen area.

"Dominate" entails:

https://abs.twimg.com/emoji/v2/... draggable="false" alt="◻️" title="Weißes durchschnittliches Quadrat" aria-label="Emoji: Weißes durchschnittliches Quadrat"> Owning 50%+ of the ad inventory in a selected region

https://abs.twimg.com/emoji/v2/... draggable="false" alt="◻️" title="Weißes durchschnittliches Quadrat" aria-label="Emoji: Weißes durchschnittliches Quadrat"> Capture attention quickly and be omnipresent

Brex really did feel like it was "everywhere"

6/ Brex used the "Anchor and Amplification" strategy.

An ANCHOR is a big attention-grabbing ad unit that a large % of your audience sees (eg. Brex took over the platform station next to Oracle Park)

Once you establish an anchor, AMPLIFY your message around the city w/ more ads.

7/ Choosing locations

With so many options, it& #39;s important to do "market rides" (a "from-the-ground" POV)

A well-known Brex billboard is “Money Tree”. This ad space was long devalued b/c a tree obstructed it.

A market ride found it had the opportunity for a clever creative.

8/ Creative tips #1

https://abs.twimg.com/emoji/v2/... draggable="false" alt="◻️" title="Weißes durchschnittliches Quadrat" aria-label="Emoji: Weißes durchschnittliches Quadrat">At the start of a campaign, the message should be very direct and clear ("the first corporate card for startups").

https://abs.twimg.com/emoji/v2/... draggable="false" alt="◻️" title="Weißes durchschnittliches Quadrat" aria-label="Emoji: Weißes durchschnittliches Quadrat"> After brand is more established, you can ad some mystery ("this will catch your & #39;interest& #39;") to drive curiosity

8/ Creative tips #1 https://abs.twimg.com/emoji/v2/... draggable=

At the start of a campaign, the message should be very direct and clear ("the first corporate card for startups").https://abs.twimg.com/emoji/v2/... draggable="false" alt="◻️" title="Weißes durchschnittliches Quadrat" aria-label="Emoji: Weißes durchschnittliches Quadrat"> After brand is more established, you can ad some mystery ("this will catch your & #39;interest& #39;") to drive curiosity" title="8/ Creative tips #1 https://abs.twimg.com/emoji/v2/... draggable="false" alt="◻️" title="Weißes durchschnittliches Quadrat" aria-label="Emoji: Weißes durchschnittliches Quadrat">At the start of a campaign, the message should be very direct and clear ("the first corporate card for startups").https://abs.twimg.com/emoji/v2/... draggable="false" alt="◻️" title="Weißes durchschnittliches Quadrat" aria-label="Emoji: Weißes durchschnittliches Quadrat"> After brand is more established, you can ad some mystery ("this will catch your & #39;interest& #39;") to drive curiosity">

9/ Creative tips #2

https://abs.twimg.com/emoji/v2/... draggable="false" alt="◻️" title="Weißes durchschnittliches Quadrat" aria-label="Emoji: Weißes durchschnittliches Quadrat"> OOH happens in a flash (keep copy to 7 words or less)

https://abs.twimg.com/emoji/v2/... draggable="false" alt="◻️" title="Weißes durchschnittliches Quadrat" aria-label="Emoji: Weißes durchschnittliches Quadrat"> Color contrast is key to make ads -- often seen at a distance -- legible (stick to primary/complementary color combos)

https://abs.twimg.com/emoji/v2/... draggable="false" alt="◻️" title="Weißes durchschnittliches Quadrat" aria-label="Emoji: Weißes durchschnittliches Quadrat"> Don& #39;t forget the CTA ( http://brex.com/rewards )">https://brex.com/rewards&q...

http://bretwitter.com/rewards

9/ Creative tips #2 https://abs.twimg.com/emoji/v2/... draggable=

10/ The playbook is from a Q&A I did w/ Brex& #39;s Head of OOH last year for Trends.

Brex rolled out a similar strategy for 2 other demos: ecomm (in LA) and life sciences (in Boston)

For more biz gold, smash that FOLLOW: @TrungTPhan https://twitter.com/TrungTPhan/status/1379938847115542529?s=20">https://twitter.com/TrungTPha...

https://twitter.com/TrungTPhan/status/1379938847115542529?s=20

11/ Read the fulls Trends Q&A here: https://trends.co/articles/how-brex-launched-a-brand-with-ooh-marketing/">https://trends.co/articles/...

How Brex Launched a Multibillion-Dollar Brand with OOH Marketing | Trends by The Hustle

Brex's Head of OOH Media Kasper Koczab breaks down how to effectively use billboards, transit shelters and other OOH assets to launch your brand.

https://trends.co/articles/how-brex-launched-a-brand-with-ooh-marketing/

12/ More OOH Resources

Geopath (for initial OOH mapping and measurement): https://explore.geopath.io/user/public

List">https://explore.geopath.io/user/publ... of 200+ OOH ad companies: https://geopath.org/our-org/

Rate">https://geopath.org/our-org/&... card for Clearchannel (an OOH vendors) to see inventory costs: https://clearchanneloutdoor.com/how-to-buy/rates/">https://clearchanneloutdoor.com/how-to-bu...

Latest Threads Unrolled: