Case Study
Creditreform
In the cutthroat world of debt recovery, companies must rely on solid search engine optimisation (SEO) strategies to maintain visibility and attract potential clients. In this case study, we reveal how we used high-end 3D animation to create an engaging, SEO-optimized animation for Creditreform.
Objectives
The objectives were the following:
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Make a robust case that debt collection is a frustrating, anxiety-inducing experience filled with hurdles best left to Creditreform to resolve.
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Establish a sense of confidence in potential clients that Creditreform is a good fit for their debt collection problem.
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Differentiate Creditreform from its competitors as the most sensible company to talk to. Create a sense of trust.
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Enhance the SEO of the Creditreform website.
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Ensure that prospects who are not ready to buy yet remember the introduction to Creditreform, so they will revisit and recommend the company.
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Persuasive Sense-making
Debt recovery is an inherently stressful process for clients. To establish a connection and gain their trust, debt recovery companies must employ persuasive and engaging online content. SEO plays a pivotal role in this endeavour, making it possible for websites to rank higher in search engine results, thereby increasing traffic and business leads.
When used effectively, animation can significantly boost a company's SEO strategy. Engaging animations capture viewers' attention, increasing the average time spent on a website—a key ranking factor for search engines. Moreover, animations can simplify complex topics, making them more accessible and appealing to potential clients.
The psychological impact of animation should not be underestimated. Using storytelling techniques, relatable characters, and visual metaphors, animations can evoke emotions and create memorable experiences, forging a powerful bond between the brand and its audience.
Effective SEO Boosting Animation
To create an animation that boosts Creditreform's SEO while appealing to viewers' rational motivations and emotional drivers, we took the following into consideration:
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Engage viewers and hold their attention with captivating storytelling. This is an art and science in itself, as the challenge is to get as many visitors as possible to watch the full 2-minute and 17-second video.
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Simplify complex ideas using relatable scenarios and visual metaphors. We wanted to make sure that the audience didn't just understand the information but that it made sense to them. And the definition of sense-making we use is that it should make sense why they should ask Creditreform to help them recover their dept.
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Encourage social sharing through strong emotional triggers and shareable content. Creating an engaging video that stands out from the clutter makes it more likely to be shared. And content that gets shared helps with website SEO by generating backlinks, increasing brand visibility, and driving more traffic to the website.
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Utilising relevant keywords and phrases in the animation helps with SEO by making it easier for search engines to understand the content's context, index it accordingly, and present it to the target audience searching for those specific terms. This drives organic traffic and improves the website's overall search engine ranking.
Our Psychology-Driven Animation Process
Creating a high-end 3D animation for Creditreform involved several critical steps. These steps ensure that the final product meets the highest standards of quality and accuracy and effectively communicates the desired message to the audience. For us, this means fusing four narratives into one – a rational, emotional, primer and visual narrative.
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Research: We delved into the debt recovery industry, analysing the target audience's pain points and emotional triggers to craft a persuasive message. We look specifically at the rational decision-making journey and the emotional narrative weaved around this process.
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Scriptwriting: Based on our research, we wrote a captivating script that addressed viewers' fears and concerns. The key was for the animation to make sense of Creditreform's proposition and for them to be seen as the obvious choice.
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Character Selection: To enhance the sense of connection with our audience, we chose a WAKSTER character set designed explicitly for B2B explainer animations. These characters are designed to appear professional, trustworthy, and empathetic, aligning with our content's tone and message.
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Metaphor Development: We devised a quicksand metaphor to illustrate the struggle of handling debt recovery alone. Wading through quicksand evokes a sense of exertion, resistance and frustration. In contrast, when Creditreform pulls the character out of that situation, there is a sense of release while showcasing how the company's services can provide a lifeline.
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Storyboarding: We outlined each scene, focusing on visual storytelling, ensuring a smooth flow and clear representation of the script's emotional message. We often create the storyboard from the 3D scenes we propose for the animation. This helps visualise precisely what the animation will look and feel like.
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Animatic Creation: We produced an animatic, a rough animation using the storyboard and final voiceover, to fine-tune the timing and pacing of the animation, enhancing its emotional impact.
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Animation Process: We then brought the storyboard to life, employing advanced 3D animation techniques to create a visually stunning and emotionally resonant experience.
Post-production: Lastly, we refined the animation with sound effects, music, and colour grading to heighten emotional engagement and create a captivating final product.
Conclusion
By harnessing the power of high-end 3D animation and the psychology of behaviour, specifically how people make decisions, we crafted a compelling and SEO-optimized asset for Creditreform.
The animation will improve their website's search engine rankings and allow them to distinguish themselves in a highly competitive industry by presenting their services in an emotionally resonant and visually appealing manner. By creating content that appealed to viewers' emotions and simplified complex topics, we were able to establish a strong connection between the brand and its audience. This is what you want to drive business growth..
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Some comments during the project
Thanks Philippe. Looks good. Please proceed.
Hi Philippe, looks good. Please proceed - look forward to seeing it in full :)
Hi Philippe, thanks for all your work here! It looks really good.
Sean Hemmings