Case Study

Boosting Brand Awareness With Documentary

It has helped close deals. That's the most important thing. It has helped close Deals. In our business from where we stand, I can say it has paid for itself.
Safwan Shah, CEO, PayActiv

Client: PayActiv

Industry: Tech / Finance

Product/Service: A Fintech app that helps hourly workers gain access to their earned income at a fraction of the cost of a payday lender.

Overview: PayActiv has revolutionized the Earned Wage Access industry and disrupted the multibillion dollar, slimy PayDay lending market by helping thousands of hourly workers get their money. They wanted to create an engaging film that connects with viewers emotionally and enlightens the business world on the benefits of timely access to pay. We partnered with Round Table Companies to produce and strategize the film, promotional materials, and microsite.

Video Campaign Goals:

  • Crystalize position as market leader.
  • Educate the public to this issue of Earned Wage Access, change perceptions and build brand awareness.
  • Boost the sales process and assist with $5m in new business.

Solutions:

  • Long-form film distributed on YouTube - 16 minutes in length
  • Promo videos “trailers” used on linkedin, Facebook
  • Press kit - Bios, Film description, behind the scenes stills, footage and audio for appearances and radio.
  • Microsite to go more in-depth, add professionalism, give an independent sensibility to entice journalism coverage and film festivals.

Results:

  • Economics: Paid for itself after one month.
  • Organic Leads: PayActiv + featured experts, influencers, partner companies all shared on social channels and newsletters combining massive email lists, building audience, & generating leads.
  • Paid Leads: High CTR & conversions on Facebook, Instagram, & Linkedin
  • Sales: The film is a popular tool for the sales team and used in dozens of large acquisitions and new partnerships.
  • PR: Earned media appearances in trade mags, newspapers, & podcasts.
  • Speaking Invitations & Conference Screenings: PayActiv invited to speak at large industry tech, finance, human resources, and business conferences with screenings and heavy interest in learning more.

Insights:

  • Long-form is a fantastic fit for Live audiences, Conferences, & Sales Meetings because of the heightened emotional element that viewers share when experiencing it together and due to the captive audience. They are more engaged and mentally prepared to sit and enjoy something longer and more in-depth.
  • Long-form is a great fit for an industry disrupter. PayActiv needed to completely change what people thought about the idea of earned wage access, something that had never been done before them in a conscious way. This allowed us to go in-depth on the topic, dispel myths, answer questions, and sell the idea.
  • Long-form, and especially interview-style documentary, allows for the maximization of content. We interviewed a dozen experts each for 30 minutes to an hour which means there’s dozens of ways to re-edit snackable content for your marketing team.
  • When considering long-form in the realm of corporate documentary, it’s important think about who to interview that will improve credibility, for instance an independent expert such a professor, improve shareability such as an influencer with a long-email list in your targeted market, and improve emotional depth such as a compelling personal story of someone who was changed forever because of this product, service or idea.

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