Robinhood – Social & In-App Campaigns

Led social and content strategy for Robinhood’s educational and promotional campaigns, including Robinhood Learn and the Galentine’s Day Crypto Gifting initiative, driving engagement, brand sentiment, and user acquisition.

Overview: Robinhood’s mission is to democratize finance and make investing accessible to all. Through Robinhood Learn, we created a social and in-app franchise designed to equip novice investors with the knowledge and confidence to navigate their financial journey. This included an in-app quiz series providing foundational 101 knowledge, with occasional rewards like crypto or fractional shares to incentivize learning.

Additionally, with the Crypto Gifting – Galentine’s Day campaign, we targeted women viewers of the Super Bowl, a highly underrepresented audience in crypto advertising. By leveraging cultural insights and product positioning, we highlighted crypto-gifting as a fun and approachable way to enter the space.

Goal:

Educate first-time investors through a social and in-app franchise to grow platform adoption and net funded accounts.
Position Robinhood Crypto as the best place to start crypto gifting for women, leveraging cultural insight and community-focused campaigns.

Strategy:

Developed audience-first content grounded in research and insights.
Built a social franchise with recurring content series (Robinhood Learn) across YouTube and social platforms.
Created culturally relevant campaigns for Crypto Gifting, leveraging talent and partnerships (Bia) to amplify reach.
Incentivized engagement with rewards and gamified experiences to convert learners into users.

Execution:

Oversaw audience insights, social strategy, and talent strategy for both campaigns.
Launched new YouTube series: How To:, Options Trading Essentials, and My Money Moves.
Produced TikTok, Instagram, and in-app content tied to gamified learning experiences.
Implemented the Galentine’s Day campaign with influencer partnerships and social-first creative.

Results:

Robinhood Learn & in-app campaigns achieved 90.4M+ organic impressions.
Introduced new YouTube series, resulting in 142% growth in engagement.
Increased Robinhood brand sentiment by 24% YOY.
Galentine’s Day Crypto Gifting successfully positioned Robinhood as the approachable entry point for crypto gifting to women.