MUSE Gold

2024

The Beast

Entrant Company

Crowd

Category

Branded Content - B2B

Client's Name

Sumsub

Country / Region

United Arab Emirates

This isn’t your typical “guerilla marketing” campaign…

Sumsub's "Beast" campaign aimed to elevate brand awareness and generate business interest among medium to large-scale enterprises in the Fintech, Gaming, Trading, and Crypto industries within the APAC region. Targeting Chief Compliance Officers, MLROs, Risk Managers, and other key decision-makers, the campaign focused on Hong Kong, Singapore, Indonesia, Malaysia, the Philippines, and Australia.

The campaign’s creative approach converted digital fraud into a mischievous gorilla character in a comedic series, highlighting the risks of unsecured platforms and showcasing Sumsub’s solutions. This unique narrative was delivered through a multi-channel strategy including short films, targeted ads on META, LinkedIn, Google, and programmatic display and video. The integrated approach featured native ads and interactive questionnaires to profile the audience and track engagement.

Key results demonstrate the campaign's impact:

- A 250% year-over-year increase in APAC revenues
- A 228% increase in Sales Qualified Leads
- Significant search growth in Singapore (155%) and Hong Kong (110%)
- A 30% rise in media mentions, achieving the #1 position among competitors globally
- The campaign generated over 2 million video views, 16+ million banner impressions, and high engagement rates, including a view-through rate (VTR) of 13.2%.
- LinkedIn emerged as the top-performing platform with a VTR of 41.50%, an average completion rate of 69%, and a click-through rate (CTR) of 2.84%.

The campaign's innovative content and strategic execution solidified Sumsub's position as a leading verification and fraud-prevention platform.

Credits

Global Creative Director / Crowd
Steve Howling
Creative Director / Crowd
Soukaina Benlamlih
Head of Design / Crowd
Kuba Skowronski
Content Producer / Crowd
Sidharth Paurana
Performance Manager / Crowd
Brett Magill
Paid Media Executive / Crowd
Prachi Ramchandani
Account Director / Crowd
Liyana D'Silva
Account Manager / Crowd
Zainah Yassin
Project Manager / Crowd
Joyce Fernandez
Director / Electriclime°
Daniel Marjan
DOP / Electriclime°
Kelvin Chew
Senior Producer / Electriclime°
Jeremy Hu
CMO / Sumsub
Julia Kim
Performance Marketing Team Lead / Sumsub
Klim Ryzhov
Brand & Creative Director / Sumsub
Vitaliy Gribanov
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