The objective of this campaign was to raise awareness of SEON as not only an incredible b2b fraud fightling platform, but also as fun-loving and thought leading in the fraud prevention space.
As SEON was founded in Hungary, we were aware that famous meme Hide The Pain Harold was from just outside of Budapest. We decided to team up for the creation of this content, and use the fact that he has a face that is globally famous online, to make a comedy that also carries a brand message linking back to our USP.
The strategy is designed around an organic and word-of-mouth starting point (utilizing Hide The Pain Harold's own social channels), followed by a small targeted spend via Google and then a PR push through our agencies in the UK and US.
The strategy also includes promoting not only the content, but the shaping of our Creative department as an in-house agency concept, handling creative and production. This includes outreach to key partners in the fintech and tech spaces, to show them the content and discuss collaborations on future projects.
The results have been beyond our expectations so far. Episode One of the series was featured on the homepage of popular meme website 9GAG, which boosted views on YouTube to near 130,000 at the time of writing. We have also had terrific engagement from people from inside and outside of the fintech world. During the first, organic part of our strategy, Episode Two saw particular engagement through Hide The Pain Harold's social present, generating over 20,000 views without an marketing spend.
The followers on our YouTube channel more than doubled and we are presently preparing a PR push for this web series through our agency SkyParlour. We have clients and prospects reaching out and mentioning the content positively.
