Have You Outgrown
Your Payments Campaign
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Challenge
BlueSnap was going up against Stripe. Not by outspending them, but by speaking directly to the customers Stripe was failing. The reality was that businesses using Stripe often outgrew the platform, and when they did, Stripe didn't help them through the transition. They just got cut off. These companies were stuck, not sure where to turn, and nobody was talking to them. The goal was to build a campaign that positioned BlueSnap as the alternative that actually grows with you, no matter what stage you're at.
Approach
I built the entire campaign around a swimming metaphor that mapped to three stages of business growth. A little kid in floaties represents companies just starting out. An older kid with a kickboard is a business that needs some support but is finding its stride. A grown adult swimmer is a company that's ready for the deep end. The progression made a complex payments story feel immediately understandable. I concepted the creative direction, pitched it to stakeholders, built out the proof of concept, and designed the full asset suite. The campaign activated across five channels: an eBook as the anchor content piece, a dedicated landing page, social content, display and retargeting ads, and email nurture sequences. Every touchpoint used the swimming visual system, so the campaign read as one connected story no matter where a prospect encountered it. The three-tier structure also gave the sales team a natural conversation framework. They could meet a prospect wherever they were in their growth and point them to the right stage of the narrative.
Exterior signage
eBook
eBook
Landing page
Social
Display
Results
The eBook became BlueSnap's highest converting resource and most downloaded eBook to date. The campaign gave the company a competitive narrative against Stripe that the sales team could actually use in conversations, backed by a visual system that made BlueSnap's value proposition click in seconds.