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Forge, at the forefront of the private, pre-IPO market, sought to redefine liquidity options for startups, accredited investors, and employees eager for early share sales. The challenge was clear: to illuminate this path and engage a niche audience unaware of their potential windfall.
Our research suggested that the idea of selling pre-IPO equity was, in a very real way, secret knowledge. Most startup employees had no idea this was possible. Inspired by popular culture apps like Blind or Fishbowl (and just our natural human attraction to gossip) we created “Secrets of Startups.” We bought the entire CalTrain station in San Francisco, and for a month ran outdoor advertising banners and posters that “hid” secret messages behind other languages.
The campaign’s climax unveiled the secret, transforming speculation into a clear message: Forge empowers you to leverage your pre-IPO shares. This revelation, emerging from a month-long journey of engagement and mystery, not only solidified Forge’s position as a fintech innovator but also marked a significant increase in qualified leads.
