Project Overview
Direxion, a leading ETF provider, became the first to market with “Single-Stock ETFs” (SSETF) – an innovative product lineup allowing for simplified leverage on Tesla, Apple, and other blue chip equities As a new product, it was critical to educate the market and skeptical media on the proper use of SSETFs - given inherent risks and volatility.
Challenge
As a new product, it was critical to educate the market and skeptical media on the proper use of SSETFs - given inherent risks and volatility.
Approach
Ditto implemented a media strategy advancing Direxion’s first mover advantage. Targeting specific and SSETF sympathetic journalists within top-tier and ETF trades set the tone that SSETFs are highly valuable, when utilized properly.
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Top-tier pieces featuring Tesla and Apple SSETFs3
Broadcast pieces featuring Tesla and Apple SSETFs
Result
Since launch on 08/09/22, Direxion Daily TSLA Bull 1.5X (TSLL) became the first U.S. listed single-stock ETF to surpass $1 Billion in Net Asset Value
Since program inceptions, Direxion AUM has grown to high water mark of $xxB
Direxion and Ed Egilinsky, Managing Director,are established as the preeminent expert and provider of SSETFs
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