beans.ai’S eye-catching social campaign

SOCIAL | Beans.ai | 2020

  • Branding & Design | Sandya Kola

making mapping & navigation cool

If you’ve ever tried ordering food to your apartment complex, organized around a numbering system that doesn’t make sense, and stairwells that lead nowhere, you would have wanted Beans.ai back then. Through accurate location data, Beans.ai provides last-mile mapping and navigation, cutting down delivery drivers’ discovery inefficiencies and mistakes.

Developed a new social brand campaign to help promote Beans.ai as an industry leader in a crowded marketplace of navigation and mapping services. Helmed this project from ideation to execution, single-handedly developing the creative vision and asset creation.

UNDERSTANDING THE MARKET

The digital map market is booming. And with mapping and navigation services constantly trying to compete for this growing market share, young players like Beans.ai need a way for their offering to cut through the noise. With that context, how can one develop a social brand campaign that is sure to make viewers look twice and differentiate Beans.ai’s content from your ordinary B2B mapping service?

selling a product without showing it

The campaign does this by speaking to the product without directly showcasing it. After all, you can’t touch, consume, or feel digital mapping. Instead, the campaign makes the benefits of using Beans.ai’s product the focus of your story — in this case, reliable last-mile navigation. The use of white space, a single object makes consumers pay attention. In each asset, the single object is a toy, communicating that the product is easy to use (almost like playing a game for kids!). It also gives the brand a sense of familiarity and approachability