Turning data into an attention-grabbing, lead-generating storyful campaign

Turning data into an attention-grabbing, lead-generating storyful campaign

What we did

Content marketing
Sales enablement



Service providers like telcos, banks and cable providers have a problem: engaging with large customer bases via digital channels is hard. Encouraging them to make good decisions (like paying bills on time or upgrading to new services) is even harder.

Symend provides a groundbreaking solution. The fast-growth Canadian start-up’s Behavioral Engagement Platform™ combines behavioural science with the insights of tens of millions of customers to help service providers build stronger relationships with customers.

Symend came to us to help them create a research campaign that offered new insights into the changing behaviours and support needs of billpayers during a period of unprecedented global volatility. The exciting challenge? We only had nine weeks to deliver.

Overarching visual direction for Symend's consumer report campaign by B2B Tech agency Beneath

The timeline

Here’s how the campaign played out.

Weeks 1 – 4:

Gather insights from 2,000 billpayers in the US and Canada via a survey we planned and built with the help of our research partner, and of course the Symend team.

Week 5:

Analyse the thousands of data points returned.

Week 6:

Identify the key themes and create a narrative and sub narratives that would convey the insights in a compelling and digestible way. Create a campaign identity inspired by the uncovered themes. Build a story structure that would navigate our audience through the salient points, while drawing a line through to service providers’ bottom lines.

Week 7 – 9:

Create the content.

Consumer report spreads for Symend's campaign written and designed by B2B Tech agency Beneath

Making information beautiful

Consumer reports can be heavy going. A storyful approach can change everything – not just in the narrative but in the visualisation of ideas, issues and data.

Beautifully designed infographics for Symend's consumer report by B2B Tech agency Beneath

Campaign atomisation

We sliced and diced the story in different ways, creating a portfolio of content that could be further atomised for social, email campaigns and sales-enablement content.

Content materials for Symend's consumer report by B2B Tech agency Beneath

The happy outcome

“Beneath was the perfect partner for this project. The end-to-end support from research to insights to content creation and design helped us maximize value in a short period of time.

They generated so many valuable insights and converted them into unique, compelling narratives, and their exceptional designs elevated our brand and made the insights easy to digest.

This content has been instrumental to Symend’s recent campaigns, raising awareness of the complex challenges consumers are facing today and how service providers can help.”

— Danielle Torrie, Brand Marketing Manager, Symend