tastytrade - Step Up to Options
Creative Director. Writer. Director. Designer. Animator.
We created Step Up to Options as an educational marketing tool. The goal was to create an approachable path for a trader to employ their first strategies in dough, our proprietary platform. We chose two that work as a stepping stone for stock traders and also make sense for the uninitiated.
We developed a full course with 21 episodes explaining options basics, quizzes to test progress, and a moderated comments section so that users could talk to each other while we discover our own successes and shortcomings. We also later designed a platform feature to tie the dough interface with the series.
The last video in the series used an eBook, an exclusive playlist, and curated blog content as incentive for email capture.
Our video campaign targeted audiences that included stock traders new to options, current tastytrade viewers, and finance students. These were deployed on the tastytrade stream and on Facebook and Twitter as official posts and as paid ads.
We found that new traders had trouble with keeping option types in line with their assumptions and then to set their strategies up in the platform. The Stock Price Compass was created as a quick printed reference to orient them to the trading process. We received so much positive user feedback that we then integrated it into the interface itself.
