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Solo Funds – Damsel In Distress

The Problem

Since Solo hadn’t publicly launched their app yet, it quickly became evident that their first marketing challenge would be to gain public awareness as soon as the app was ready to debut.

At the time, Solo had a landing page where people could sign up to receive information or links to download the app, but there wasn’t much listed about the “why”, of their company or the “how” it worked. They had very few tools working for them to help drive signups when the app was ready.

Services Used

  • Strategy/Video Marketing
  • Writing
  • Design & Illustration
  • Motion Graphics

Goal & Strategy

As with all projects, we started with a in depth conversation. That conversation was with Travis, the Founder of Solo Funds. The goal for this initial conversation is about learning where they are in their business and where they wanted to be. And the most important part of every project, the goal. Their goal for using this animation was to help in driving 300 active users to sign up for their platform.

Approach

At this early stage of the buyer’s journey, we knew that the video had to be quick. In the short amount of time, we knew we couldn’t talk about the technical features, but focus only on the personal benefits that Solo provides.

In our initial conversation, Travis was describing the target audience for their platform. He mentioned that both the borrower and lender are two different people (A big marketing challenge for any brand). He also told a short story of how he imagines both of these people. “A fourth grade teacher with car problems and no extra money — and a young businessman/woman that has some extra money and is looking for ways to invest with some of it”.

Solo isn’t a financial company, it’s a social company. Most financial brands are very conservative with design, often to the point where it feels very robotic in both their visuals and messages. Based on that idea, we started wandering in areas that most financial companies wouldn’t dare. Something a bit more human like, something that didn’t have the straight lines and the shiny surfaces we’re used to seeing — and something that isn’t perfect — just like all of us.

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