Invesco was ready to harness the momentum and visibility of March Madness, but needed a way to show diehard basketball fans and investors how they could make progress by investing in the QQQ ETF. We developed a social media campaign that included live activations on college campuses, a hero video featuring Candace Parker, and culturally relevant social extensions. Ultimately, this campaign drove millions of impressions and helped boost Invesco QQQ’s profile with the tech ETF up 18% in 2023.