The Opportunity
ipaymy sought to penetrate the market with a new solution, Fetch, that addresses a pressing need for businesses to be paid, securely and fast. With Fetch, ipaymy strived to position themselves as a leader and partner for businesses in Singapore and Hong Kong.
Branding Strategy
Content Strategy
Services
By The Numbers
The Masterplan
A targeted approach to a product launch
To increase awareness and understanding of the Fetch platform, Verra Asia crafted a three-month go-to-market plan for its launch in Singapore and Hong Kong. The strategy focused on engaging potential SME clients by using targeted marketing activations and campaigns designed to encourage inquiries and drive conversions.
Our Approach
Strengthening ipaymy's value proposition and visual identity
To prepare for the launch of Fetch, ipaymy recognised a need to strengthen its value proposition in the business payment solution provider (BPSP) space and ensure consistency in communication. To that end, Verra Asia conceptualised a brand refresh to better appeal to SMEs and stakeholders, focusing on a more vibrant colour scheme and the creation of a distinctive brand asset to symbolise the flow of collections, payments and international transactions. These elements were used to update corporate stationery and consolidated into a comprehensive brand style guide to inform all brand messaging efforts.
Driving awareness and education about Fetch
For Fetch's debut, we devised a launch campaign that began with a detailed communications strategy. This strategy was built on competitive analysis, buyer personas, and a structured messaging framework. Our approach included a staged media rollout, which featured press release distribution, three months of social media management, and a targeted four-email account-based marketing (ABM) campaign aimed at different segments in Singapore and Hong Kong.
The Results
The activations saw healthy engagement rates which were indicative of our success in introducing Fetch to the Singapore and Hong Kong market. Across a 30-day period, our press release had 178 pickups from media outlets, largely from tech and finance publications. ipaymy's LinkedIn also saw a significant growth in engagement and impressions, with the follower growth rate increasing by almost 15 times by the second month. Furthermore, our targeted email campaign outperformed industry norms, achieving open rates well above the average 15-20%—with one sequence reaching an impressive 40% open rate.
The Team
