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Coinbase One Social Media Operational Plan

INVEST TAX-FREE - 30s / 15s

1. OVERVIEW

Inspirational spots that introduce the brand to a large audience and begin to connect our brand's motivational messaging around ease-of-use and attaining large goals.

ATMs are a universal metaphor for easy. Potential for VERY HIGH CTRs

2. OBJECTIVES

Brand Awareness

This campaign will give Alto premium eyeballs from a target market looking for alternatives

Increased IRA Account opens

Increased Crypto IRAs generated from Coinbase One promo

Reusable Content for Social Ads

This will give our growth team additional assets for future campaigns

3. TARGET AUDIENCE

Age: 20-45

HH Income Level: $100k +

Gender M/F 70:30

Location: US

Because of varied creative, we will be able to target based on race+gender

— Mass Affluent need to see themselves in the creative

4. COMPETITION

Robinhood, Titan, Betterment, Wealthfront

5. MESSAGE

'Using Alto makes you the smartest person in the room'

Theme DIrective: “The silent confidence using a smarter technology to invest can give you.

6. TONE

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TAX_FREE_-_Coinbase_COMP.mp4

62.5 MB

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Effortless Confidence. These will have one clear purpose.

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Script: We can experiment with different variations and voiceover actors

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istockphoto-1053938532-640_adpp_is.mp4

2.5 MB

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Confident..but not cocky

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istockphoto-1135920458-640_adpp_is.mp4

1.1 MB

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Controlled

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istockphoto-1214257639-640_adpp_is.mp4

577.1 kB

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istockphoto-1201200235-640_adpp_is.mp4

1.1 MB

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Considerations

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@Aaron Enneking⁠

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