Semrush

SEO

Concept, production and delivery of a 360° global campaign for SaaS giant Semrush

Problem

Semrush, a leading SaaS platform, was looking to attract more visitors to its website in the aim of increasing registrations and driving subscription plan purchases. Semrush turned to Rhapsody. Our challenge was to find a solution to achieve these targets through a mix of paid and organic traffic from several sources.

Solution

We devised a global marketing campaign centred around the message #ShapeYourStory. A 50-second video and a dedicated landing page were the beating heart of the campaign. These were supported by interactive experiences – a personality quiz and a mobile game – designed to boost engagement.

Visit Semrush

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Result

Rhapsody successfully delivered a 360° campaign in five different languages. To date, the video has achieved 2,697,754 views on Youtube with an excellent average watch time. By combining storytelling with unique, personalized experiences we were able to communicate the benefits of specific tools to relevant segments of the target audience.

Rhapsody produced every aspect of the global marketing campaign from ideation through to its translation. We started with the video, working on the concept development, script, storyboard, production, edit and output. We then developed the landing page, game and quiz using Ceros, a no-code solution for creating interactive content. Last but not least, we created additional content including downloadable whitepapers for lead generation.

To make the campaign cohesive and engaging, we needed compelling storytelling around the #ShapeYourStory slogan. That’s where the video came in. Its purpose was to deliver the overarching campaign message and communicate who Semrush is. It featured an animated shape which then appeared in a variety of forms and colours throughout the campaign, including as animations in the quiz and static versions on merchandise. The shapes echoed Semrush’s brand identity, defined the campaign’s visual style and demonstrated how Semrush helps businesses.

2.6m

Views on promo video

The number of languages the campaign was translated into

360°

The strategy for this campaign

Every campaign needs traction. To boost engagement and encourage sharing on social media, we developed a prize draw. We also worked on marketing assets, including for social media (both organic and paid), as well as remarketing materials that helped the campaign achieve its maximum potential.

“Working with Rhapsody Media agency really felt like working within one team: the spirit, the drive, the passion, all of it was inspiring and brought outstanding results in a very limited timeframe. The campaign was a great success for us in terms of brand exposure and awareness with 4B+ impressions and the historical maximum in Branded search queries!”

Andrey Shapovalov

Growth Operation Leader - SEMRUSH

Take a closer look

“The requirements in this project were huge, and a big part of our content plan involved casting and shooting our own photography”

Jamie Bitmead

Senior Designer

“By owning 100% of the content process we were able to create perfectly tailor made content to meet our needs. The studio photography was used across a number of touch-points including these short video stings for personas”

Jamie Bitmead

Senior Designer