As a challenger in the market, Usbl grappled with distinguishing themselves amidst fierce competition. Despite several years of stability in brand awareness and preference, there was a growing aspiration to innovate and rejuvenate their approach. The primary hindrance? Potential clients were not adequately acquainted with the brand, and existing clients displayed a lack of brand loyalty.
Recognising the need for a digital-first approach given the budget constraints, Usbl partnered with s360 to devise an impactful digital marketing strategy.
Being confined to digital channels meant that the content created had to be compelling enough not only to capture but also to retain the attention of viewers. In response, s360 envisioned a series of four videos that seamlessly integrated Usbl’s services into common everyday scenarios. Using the ABCD framework as a foundation ensured that the content would resonate effectively with the target audience.
Humour was intricately woven into the videos to emphasise the ease of life with Usbl's services. This strategy aimed to bridge the gap between the brand and its (potential) customers, crafting a more personable and relatable image.
s360 took charge of the strategy formulation, storyboarding, and creative brief, among other components.
The output culminated in four distinct films:
The campaigns were very well received by the public and achieved a very low display cost and a high view rate.
During the campaign period, Usbl experienced significant growth in both familiarity and preference among the audience. Within 6 months, the brand’s top-of-mind rate increased by 50%, while unaided familiarity increased by 21%. Additionally, aided familiarity went from 43% to 46%, and the number of people who prefer Usbl over its competitors increased by 12.5%.
In partnership with s360, Usbl achieved unparalleled success in all metrics since the inception of their brand trackers in 2015. In just 6 months of running the films, the pre and post-brand tracker evaluations from YouGov further corroborated these outstanding results: