Phoenix American Hospitality

Mid- to late-career investors in the top 5% of household incomes. The intent was to avoid those who have insufficient income for the $5,000 minimum or don’t have the investment know-how to understand the nuances of the offering.

It was found that focusing on the former group led to significantly larger monthly investment levels which helped Phoenix bring in more than $40 million in 2023.

Those in the targeted demographic tend to be older people who are thinking about retirement, or those who are retired and need to augment their monthly income. The advertising strategy was a question of demographics: people under 35 tend to not have as much money as those above, so it does not make sense to target the former group.

As such, I chose to focus the copy on the looming concept of safe retirement amid a turbulent stock market and only a short time after the COVID-19 recession ending the second longest bull market in American history.*

Meta, Google, AdRoll, and LiveIntent.