Investing Platform Public Helps Retail Investors with AI-Powered Investing Tool Alpha

Investing platform for stocks, options, bonds, ETFs, and more, Public is launching its first ad campaign for Alpha, the company’s AI-powered research assistant that launched last June. Alpha dramatically reduces the time retail investors spend researching and tracking their investments, allowing them to ask any question about any stock, analyse assets in great detail, and get real-time investment context.

Created in partnership with NY-based content studio Bindery, the centrepiece of the campaign features two :30 TV spots, 'Bladestone' and 'ZipDish.' The ads show how investors often navigate the world through a lens of potential investment opportunities in their everyday life. Every storefront, product label, or advertisement becomes more than just a part of the landscape – it becomes an almost gravitational pull – igniting questions about stock performance, potential, or risk.

Zach Dioneda, VP of brand marketing at Public said, “For this campaign, we wanted to take a different approach by leaning into comedy and creating relatable moments that spark curiosity and ultimately get people to try the tool. Not only does Alpha make doing investment research much easier and provide more context, it’s also built directly into the same place that you actually invest.”

The spots end with the voiceover, “Have a question about a stock? Just swipe down and ask” – which mirrors how simple the tool actually is. Viewers are directed to Public.com where they can sign up for Alpha and learn more about its features.

The ads, which include the :30s as well as two :15s, were shot in Ireland and directed by James Fitzgerald. The campaign will run nationally on linear TV as well as streaming on Peacock. There will also be organic and paid media across digital/social channels like Twitter, Instagram, Facebook, and YouTube.

“The campaign crafts scenes that illuminate what it’s like to get stuck in the vortex, fixating on ideas and questions, and wondering if there’s a move to make,” said Greg Beauchamp, founder of Bindery. “Enter Alpha, a co-pilot on your journey to get instant analysis and context to help you break free from the rabbit hole, and make smarter investing decisions.”

Public’s media mix for TV focuses on three main areas: Options, HYCA, and now Alpha.