Marketing
"Seemore Profits" Campaign for Segpay
In spring of 2023 we collaborated with Creaxion to develop the "Seemore Profits" campaign for Segpay, a high-risk payments company. As a Marketing Project Manager at Explainify, I had the privilege of overseeing this project and working closely with the Segpay and Creaxion teams to develop the campaign's key creative elements, including the animated characters and videos.
Objective:
Our goal was to create a captivating marketing campaign that would increase Segpay's brand awareness, educate potential clients, and position them as a fun and innovative payment solution provider in the high-risk industry. This cheeky persona matches the target audience well, as they tend to be free-spirited entrepreneurs who work in taboo industries like guns, cannabis and adult entertainment. We wanted to address this free spirit, but in a lighthearted way.
Strategy and Execution:
We created Seemore Profits, a boyish rogue with brand-green hair, and his trusty companion, Sassy the customer service dog, toconvey a sense of playfulness and adventure. Cartoon versions of Segpay employees, including Cathy Beardsley, added a personal touch. We produced short animated explainer videos showcasing Segpay's payment solutions and addressing pain points faced by high-risk businesses. Each video highlighted how Segpay's services could alleviate those challenges. The animated videos were distributed across Segpay's website, social media platforms, video-sharing platforms, and industry events to maximize the campaign's reach.
We also revamped Segpay's website, incorporating the "Seemore Profits" campaign theme and characters in a "Who is Segpay" section to help humanize the brand to customers.
Key Metrics for Success:
Website Analytics: We utilized web analytics tools to track website traffic, video views, and user engagement on the dedicated landing page. These metrics provided insights into campaign performance and user behavior.
Social Media Analytics: We monitored social media metrics, including follower growth, post reach, and engagement rates. These analytics helped measure the campaign's impact on Segpay's social media presence and audience engagement.
Lead Generation Tracking: We implemented tracking mechanisms to measure the number of qualified leads generated through the campaign. This data helped evaluate the effectiveness of the videos and website content in driving conversions.
Results and Impact:
Increased Brand Awareness: The campaign significantly elevated Segpay's brand visibility, resulting in a 45% increase in website traffic and a 60% growth in social media followers over 4 months.
Improved Lead Generation:The eye-catching cartoon visuals displayed at trade shows helped to set the brand apart from other payments companies and resulted in increased foot traffic and conversations, leading to a 35% increase in qualified leads at Trade Shows in Q1 2023:
Conclusion:
The "Seemore Profits" campaign (ongoing) has successfully achieved its initial objectives by increasing brand awareness, generating leads, enhancing customer satisfaction, and gaining industry recognition. The utilization of website analytics, social media metrics, and lead generation tracking allowed us to measure the campaign's success and make data-driven decisions for ongoing improvements.