Card readers are by definition, very transactional.
An emotional analysis (using Brandwatches Emotion Tracking Technology) of the conversation around card readers showed, as one might expect, that it's very dry. There were very low levels of emotional conversational, however we noticed large peaks of joy around a certain key trigger point.
This key trigger point was the moment a small business owner received their card reader. With large volumes of people stating that they felt ‘official’ the moment they got their card reader, almost a coming-of-age moment for any small and medium enterprise (SME).
This insight led the creative campaign ‘Makes your business Ooofficial’
- The campaign instantly helped the brand achieve the highest level of organic search ever recorded and helped SumUp go from the lowest share of search in the category, to the highest
- Helped SumUp go from the lowest share of search in the category, to the highest.