Those invested in Zip Co Ltd (ASX: Z1P) shares might be interested to know the company has launched a new brand campaign in the United States.
The campaign includes catchy videos and light-up signage scattered across cities including New York, Los Angeles, and Chicago.
Over the course of the week just been, the Zip share price fell 1.8% to end Friday's session trading at $6.85.
For context, the S&P/ASX 200 Index (ASX: XJO) has gained 0.5% since this time last week.
Let's take a closer look at Zip's latest push in the United States.
Zip's latest campaign
Owners of Zip shares will likely be happy to learn the company's tapping into TikTok style, 6-second video ads to raise awareness of its brand in the United States following its acquisition of QuadPay last year.
QuadPay has since been absorbed and rebranded as Zip. According to an article published by AdAge and shared by Zip on social media, the campaign hopes to reintroduce the United States to Zip.
The publication quoted Zip's chief marketing officer Jinal Shah as saying: "We wanted to make sure people here knew who we were."
The campaign will involve 6-second ads tailored to audiences. Additionally, the video ads will reportedly "piggyback" off other commercials to encourage shoppers to check out using Zip's buy now, pay later (BNPL) offering.
Shah commented on the modern angle, saying:
We want to take advantage of advertising that's done by other brands to show, 'by the way, whatever you saw in that ad, you can buy and pay later with Zip'. That's how we're taking advantage of our surroundings, being more contextual and trying to drive that story home.
Zip share price snapshot
Despite a sluggish performance this week, the Zip share price is still in the ASX green.
It has gained 22% since the start of 2021. However, it is 2% lower than it was this time last year.
