Example

I found a tweet from Wefunder on Twitter that filmed a Times Square billboard to announce a video that asked Beehiiv if they could allow their community to invest alongside VCs.

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This video is a compilation of comments made by members of the Beehiiv community who back the platform and want to invest in it.

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By incorporating this ‘community attention’ video with a billboard, they amplify what Beehiiv’s community says in their own brand colors and therefore make it more visually striking than a standard post.

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This ‘expensive surprise’ guarantees a public response from Beehiiv.

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The value of this ad also lies in its perceived investment. If WeFunder invests heavily in a billboard campaign, it’s assumed they must be successful or credible in this sort of service.

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They don’t need to say they are the ‘solution’.

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