Kayo GPS is a hardware/software fleet management product for businesses with small (<10) vehicle fleets. They were struggling to convert in a crowded competitive landscape without a message that resonated to their fleet owner, B2B audience.
Let's condense all the stories we heard from strategy into one (bad) character.
Once a vehicle disappears over the horizon, fleet owners are at the mercy of the person behind the wheel. Strategy discovered a key pain point for these owners: Drivers who bend the truth, break the law, and steal time and money. Kayo GPS solves this by making sure owners can always keep an eye on poor drivers and bad actors, making them shape up. We thought, "Why not roll all of these stories and people into one character?" And with that, Darryl Dewbad was born.
With a character established, we moved to production. We partnered with Triality in Raleigh who did an amazing job bringing our Darryl Dewbad character to life — including finding a talented actor who is himself named Daryl.
Not only was Darryl Dewbad a memorable character to our target audience (and immediately beloved among our client's corporate leadership), but he produced real results too: an 84% average hold rate, 10% click-through rate, 53% increase in web visits month-over-month, and ultimately 82% revenue growth month-over-month. Or, as Darryl might say, "Hell yeah, brother!"