The Beast

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.