The Challenge
Hopscotch, a newly funded fintech startup, needed to launch its B2B product waitlist from scratch — fast (<3 week period). The goal: drive early traction from a tough-to-reach audience (NYC-based service for agencies (<10 employees) and freelancers) with no brand awareness and minimal budget.
The Approach
The team wanted to embrace a scrappy, guerrilla marketing approach to break through the noise locally. Strategy was shaped by the question: how do you get noticed by a specific group of solopreneurs who don’t sit on traditional channels?
The Solution
We developed positioning and messaging in partnership with the founders and led creative and execution of a grassroots campaign, including:
- Sticker drops and wheatpaste posters in high-foot-traffic areas (especially near coworking hubs)
- Launch of brand social channels and waitlist microsite
- Press release for credibility and awareness
- Live presence at CB Insights’ Future of Fintech conference
The Results
The campaign generated ~300 waitlist signups in the first 3 months — a strong result for an unknown brand with no paid media. The launch laid the foundation for continued growth and validated interest from the right audience segment.