Semrush – Shape Your Story
A global 360° campaign including video, photography, gaming and interactive experiences. Rhapsody worked on #ShapeYourStory, a multi-layered global marketing campaign for SaaS platform Semrush. We were responsible for the strategy, the creative ideation and production of all the campaign assets.
Semrush is a leading online visibility management platform that offers an all-in-one tool suite designed to help companies improve their online marketing. Semrush approached Rhapsody to create a global marketing campaign with a focus on the benefits it offers to digital marketers, SEO specialists and marketing agencies.
We responded to the brief with an ideation workshop that showcased possible conceptual routes. The outcome was #ShapeYourStory, a 360° campaign featuring multiple touchpoints and formats in five languages.
The main goal of the campaign was to drive visitors to the Semrush website, convert them into registrations and generate increased purchases of subscription plans. The key challenge for Rhapsody was to find ways in which to achieve these targets using several traffic sources, while thinking about how to leverage paid channels but also drive organic traffic. We came up with a campaign centred on interactive Ceros experiences that were engaging and useful for Semrush’s target audience.
A 50-second video became the driver of the #ShapeYourStory message: Rhapsody was responsible for the entire process, including the concept, production, script, storyboard, edit and output of the video. The idea was simple: it was based on an animated shape, a metaphor for how Semrush can help shape a business by providing the tools for increased online visibility. The video was a success, reaching a good average watch time and racking up over 2.7 million views.
The animated shape became a leitmotif for the #ShapeYourStory campaign: Rhapsody came up with shapes
and colour combinations that were in line with the Semrush brand identity. These became the backbone for the campaign’s visual identity, appearing across all aspects of the campaign including in static form on merchandise.
Rhapsody developed a dedicated landing page for the campaign where visitors could discover different facets of #ShapeYourStory. In addition to creating the video and photography content, Rhapsody devised a mobile game and a personality quiz to get people to interact with the campaign. By creating unique, personalised experiences, we could really highlight the benefits of specific Semrush’s tools to relevant segments of the target audience. These content formats were supported by downloadable materials and a prize draw designed to boost engagement and encourage sharing on social media.
