THRYV
Pilot teamed up with Thryv, a SaaS company that streamlines small business management for a range of small business customers from lawyers to contractors to start-ups. After the success of Thryv’s national ad campaign featuring a fast-talking CGI spokesperson, aka The Thryv Guy, Thryv sought to target their message to specific customer demographics.
The goal:
write, produce, and deploy a series of YouTube and social ads hitting three specific demos – law, home services, and general small business (the latter category encompassing a range of business from start-ups to personal trainers to dog groomers).
Whereas their national ad required a shoot with multiple setups, custom CGI graphics, and professional actors, these smaller, more targeted social ads would have to be made without any of these elements.
Pilot was up to the task. And Thryv provided a heap of helpful existing assets, namely a series of existing Thryv Guy animations. Working with a skilled team of editors and animators, Pilot was able to take carefully sourced stock footage and realistically embed the existing Thryv Guy animations into scenes in a way that felt customized.
The final result is a series of ads that is a natural extension of Thryv’s national campaign, using the same loveable brand spokescharacter, but with copy and footage that puts a laser focus on the needs and concerns of specific customer types.