What if we educated our target audience about an investment product through the universal language of food?

Audience research taught us that high-net-worth investors are 55% more likely to be passionate about fine dining and 24% more likely to engage with influencer content. That led to the radical idea to market Invesco QQQ through a cooking show featuring some of the world’s best and most well-known chefs, titled Recipe for Innovation. That series evolved into a 360-degree integrated campaign, with breakthrough content and strategy featured throughout led by me and my team. We used our audience’s known passion points as a Trojan horse to deliver product education, transcending notions of what dry, financial content is “supposed to” be like.