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The link-in-bio company has a history of getting out of bios and onto billboards\u2014and for one of its latest campaigns, it\u2019s also linking up with a major athlete.<\/p>\n
For a series of ads in Times Square this month, Linktree, the tool that lets users compile social media profiles and other links in one landing page, is working with Golden State Warriors point guard and Olympic gold medalist Stephen Curry.<\/p>\n
Professional athletes might not be the first group of people that come to mind as major users of the link-in-bio landing page, but Curry\u2019s various business and personal ventures make him a prime candidate for taking advantage of the tool, Lara Cohen, SVP of marketing, partnerships, and business development at Linktree, said.<\/p>\n
\u201cThere\u2019s a utility for creators of all size and scale,\u201d Cohen told Marketing Brew. \u201cObviously, the \u2018Get Ready With Me\u2019 girlies see the value in having the link in bio for all the many things that they\u2019re selling, doing, all their different social content, but for someone like Steph, who really is multifaceted\u2026He really is just a best-in-class example of the benefits of Linktree.\u201d<\/p>\n
Currying favor:<\/strong> Cohen said that she and the Linktree team had been in touch with Curry\u2019s team for a long time before they found the right way to activate together, and Linktree has wanted to make the partnership happen for a while. As a four-time NBA champion and two-time league MVP, Curry is used to seeing \u201cmassive social traffic,\u201d Cohen said, and her team wanted to wait for just the right time to use him in a Linktree campaign.<\/p>\n That moment came when the USA Basketball Men\u2019s Olympic Team, on the back of a historic performance from Curry, won the gold medal in Paris, after which Curry\u2019s social traffic and engagement were especially high. By using Linktree, Cohen said, Curry would be able to redirect some of that traffic to his other endeavors, which include Under Armour\u2019s Curry Brand, his lifestyle brand Underrated, the comedy show Mr. Throwback <\/em>on Peacock, the Eat. Learn. Play foundation he co-founded with his wife Ayesha Curry, and SC30, the company that manages his off-court business portfolio, for which he serves as CEO.<\/p>\n Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n \u201cIt was really just about finding the right moment that worked for them and worked for us, and luckily those things coincided,\u201d she said.<\/p>\n Link on billboard:<\/strong> During the week of Sept. 2, Linktree ran a billboard campaign in Times Square highlighting a different one of Curry\u2019s ventures each day\u2014everything from Underrated\u2019s golf division to a graphic novel about his life. The campaign is meant to leverage Curry\u2019s reach and popularity to drive new sign-ups and use of Linktree\u2019s pro features that require a paid subscription, Cohen said.<\/p>\n The collaboration with Curry isn\u2019t a paid deal, according to Cohen; instead, it revolves around the fact that he\u2019s a Linktree user. That\u2019s in line with some of the brand\u2019s other out-of-home campaigns:<\/p>\n \u201cI love a good, classic out-of-home [campaign],\u201d Cohen said. \u201cThe juxtaposition of something that very much lives online [with] bringing it to life in out-of-home, I think, is a nice way to tell a story.\u201d<\/p>\n PSA: <\/strong>On the heels of the Curry campaign, Linktree teamed up with Vote.org to create the Linktree Voter Registration Hub, which helps people in the US register to vote or check their registration status. Curry is also a part of that initiative, and he joins a roster of other celebrities and creators like singer Olivia Rodrigo and Olympic gold medalist Tara Davis-Woodhall, who are directing people to the hub through their Linktree profiles.<\/p>\n \u201cThere\u2019s always an underlying brand awareness play to anything that we do,\u201d Cohen said. \u201cSeeing the size and scale and range of different creators who are activating here tells a great story for Linktree, but ultimately, this is really about us participating and making it easy\u2026to participate in the election this year.\u201d<\/p>\n<\/div>\nGet marketing news you’ll actually want to read<\/h5>\n
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