Stake: Performance Inflection Point to Top Three in Category

Stake is a global share trading platform headquartered in Australia. In June 2021 they were at a crossroads; early gains were plateauing, their CAC was increasing, the market was getting more competitive and the massive interest in share trading over COVID was slowing. In response to slowing demand, competitors doubled down on performance channels with incentives and offers to trade.

What do you do when your competitors have bigger budgets and are pouring them into direct response channels to acquire customers and in doing so driving up auction prices for the category? Play a different game.

We made the brave decision to divest out of ‘performance’ and bet big on building brand at scale, pivoting our media plan to focus on OOH, TV, radio and more traditional media. This strategy was based on thorough audience and category entry point research, and backed up by detailed measurement solutions. Triangulating between geolift experiments, mix market modelling, custom brand tracking and hard revenue data, we have followed best in class strategic mass marketing practices to help Stake sustainably grow.