Square Point of Sale Campaign
Square is a financial services and digital payments company. When the need arose to attract more upmarket merchants, we were tasked with developing an integrated marketing campaign that showcases Square as a great Point of Sale solution for a range of mid-sized businesses.
The two main goals were to increase both brand awareness and Square Point of Sale adoption, through a series of video, social media, and embedded banner ads.
Deliverables
Brand Strategy, Video, Photography, Digital Marketing Ads, Web Design
Collaborators
Video: Yonder
Photography: Meiko Takechi Arquillos
Spatial Design: Adi Goodrich
Client
Square (Block Inc.)
A conversational approach
Instead of rifling off technical features, we approached the campaign in a fun and conversational way.
Through off-beat chats between a customer and seller, Square’s intelligent POS features are revealed naturally.
Visual positioning
Since this was Square’s first move upmarket, we felt moody, bold, and modern visuals would help elevate the brand positioning.
Color and lighting were thoughtfully considered throughout each campaign touchpoint, to ensure the Square hardware remained a focal point.
We collaborated with spatial designer Adi Goodrich to create three relevant merchant locations for all of the ads: a plant store, hair salon, and restaurant.
Campaign launch
The campaign launched with a series of 7 video ads that were displayed on select TV networks as well as on YouTube, and a host of social media and banner ads that all linked to a campaign landing page.
Photography
Still photos were captured during the video shoot, allowing ads to be distilled down to Instagram and Facebook ads, banner ads, and to be used on the campaign landing page.
Impact
329%
ROI measured in activations
15.3
pts ad recall
vs 2 pt benchmark
12.7
pts brand awareness
vs 2.5 pt benchmark