Lilium: SPAC Investor Launch.

In a quarter crowded with IPOs, we helped Lilium break through. A signal-led media approach turned SPAC timing pressure into market advantage—driving 143% higher engagement while competitors burned budget on visibility plays.

Client

Lilium

Role

Media Strategy, Media Planning, Buying & Optimization

Audience & Culture Mapping

Paid Media Campaign

Key Takeaway

SPAC season brought a flood of attention, but attention alone doesn’t drive value. A culture-first testing system helped us pulse messages in sync with investor psychology, not just media calendars — delivering 142% CTR vs benchmarks, at lower costs and a replicable edge for future capital moments.

Context

Three SPACs, one chance at escape velocity.

Lilium’s SPAC debut was scheduled alongside two direct competitors—each vying for attention in the same quarter. Social platforms, press feeds, and retail channels were overwhelmed.

The pressure wasn’t just about visibility—it was about winning belief in a noisy, speculative moment. Generic reach wouldn’t cut it. To break through, Lilium needed messaging that moved with retail investor behavior, not against it.

Approach

Audience behavior shaped every decision.

Investor hive mind

Retail conversations moved fast and clustered even faster—especially on Twitter and Reddit. Opinion formed in real time, in comment threads and creator replies. To resonate, we had to mirror that pace and precision with our creative and media rhythms.

Investor hive mind

Credibility over control

No amount of polish beat third-party proof. Retail investors responded more to earned media—Bloomberg, WSJ—than branded assets, no matter how well produced. That shifted our weighting toward amplification, not just creation.

Credibility over control

Tangible over theoretical

While investors were buying into a long-term vision, it was the near-term, human experience that drove action. Images of how people might actually use Lilium beat specs, projections, and engineering explainers—every time.

Tangible over theoretical

Solution

A fast, focused system built for this moment.

Message testing in motion

We built a test-and-learn framework around four message angles—Experience, Sustainability, Innovation, and FOMO—rapidly validating combinations across platforms to find what actually moved audiences.

Message testing in motion

Timed media pulses

We aligned campaign rhythms to the SPAC calendar, pushing budgets around high-impact events like Capital Markets Day and the shareholder vote—when belief was built or lost.

Timed media pulses

We aligned campaign rhythms to the SPAC calendar, pushing budgets around high-impact events like Capital Markets Day and the shareholder vote—when belief was built or lost.

Timed media pulses

We aligned campaign rhythms to the SPAC calendar, pushing budgets around high-impact events like Capital Markets Day and the shareholder vote—when belief was built or lost.

Real-time optimization

We didn’t “set and forget.” As audience behavior shifted, so did our creative mix and budget allocation—ensuring every dollar followed signal, not noise.

Real-time optimization

We didn’t “set and forget.” As audience behavior shifted, so did our creative mix and budget allocation—ensuring every dollar followed signal, not noise.

Real-time optimization

We didn’t “set and forget.” As audience behavior shifted, so did our creative mix and budget allocation—ensuring every dollar followed signal, not noise.

Behavior-first targeting

We mapped high-intent investor segments—across risk appetite, platform behavior, and financial interest—to build lookalikes that prioritized likely movers, not passive observers.

Behavior-first targeting

We mapped high-intent investor segments—across risk appetite, platform behavior, and financial interest—to build lookalikes that prioritized likely movers, not passive observers.

Behavior-first targeting

We mapped high-intent investor segments—across risk appetite, platform behavior, and financial interest—to build lookalikes that prioritized likely movers, not passive observers.

Results