Campaign Summary
Changing firmly entrenched perceptions isn't easy. Neither is getting the attention of small business owners, a large but highly fragmented group. Doing both simultaneously is even more difficult, but that's the challenge Earning Curve, a branded podcast from Canadian digital payments brand Interac, achieved.
In its first foray into branded content, Interac used an insightful understanding of its B2B target to begin evolving its positioning from a transactional payment tool to a strategic business partner and technology leader.
Beyond generating great momentum in brand health, the 'masterclass in growth for entrepreneurs by entrepreneurs' drove an 80% lift in...