MoveSnap is a start-up digital concierge service backed by RBC Ventures. It was founded to make people’s lives easier and to eliminate the stress while moving by taking on the sourcing, negotiation and management of everything from bill transfers to moving services. As a B-to-B-to-C service, the offering is typically included as a value-added benefit that comes from Realtors, Real Estate Lawyers and Brokers who want to enhance their customer’s experience upon a new home purchase.

Having never advertised before, MoveSnap had little to no awareness amongst real estate service providers and no awareness amongst consumers. To be a value-add for service providers, consumers needed to be aware of MoveSnap and get excited by what they had to offer. The task was establishing a brand platform, a singular proposition, and driving awareness amongst real estate service providers and consumers alike. The business goal was to drive leads from service providers looking to provide a better experience to their customers on a start-up budget.

Broken Hearts Love Affiar convinced MoveSnap, who saw themselves as a b-to-b business, that in order to gain the attention and trust of brokers and lawyers, they needed to first make MoveSnap appear to be of interest and high value to general consumers (renters and buyers alike). MoveSnap had to be unavoidable and feel like it was everywhere, fun, and interesting.

Moving is one of the top 5 most stressful life events alongside divorce, job loss or the death of a loved one. But should It be? Moving presents opportunities for new memories, new friends and a new life, but it takes so much work, so many little details, and too many administrative tasks to get there that it’s no wonder we all do whatever it takes to avoid the process.

It’s the grunt work of moving that really makes it miserable. Moving is a process that many would love to avoid. If they could just end up in their new home to start new memories, they would. This is exactly the tension that MoveSnap sought to alleviate.

They created the platform of A Job Well Avoided: MoveSnap lets you avoid all of the frustrating aspects of moving so that you can enjoy the experience for once. Nothing represents the pleasures of avoiding moving like pop, pop, popping that great little time waster in bubble wrap. Bubble wrap became their muse. It informed the new design system that they created with bubble people in bubble worlds.

Then, they set out to bring out the childish spirit in bubble wrap, or, rather, “bubble rap,” by enlisting the musical talents of Shawn Desman, Maestro Fresh Wes, and Mia Martina who wrote original scores for MoveSnap based on the topic of moving. The songs were hosted on Spotify with a faux rap album cover with rapping artists made out of bubbles and sporting bubble wrap clothing.

They broke each song down into 7 different channels and allowed consumers to remix their own tracks using a mobile bubble wrap interface to master and share their own moving track through their social profiles. They designed unique and playful online digital ad units for Instagram, Facebook, and Spotify, which extolled the virtues of avoiding moving. If you were new to MoveSnap, you were served the album experience and if you had already interacted with the album, they served you harder hitting service benefit ads. They equipped the RBC Ventures team with over 200 unique assets to reconfigure and optimize as results came in.

On a fractional budget, they achieved enormous results that the client felt compelled to double check and then celebrate. The results that were isolated as being of particular importance to them were new business lead volumes were 75% greater than the defined target, an unplanned for source of leads were derived from Vendor channels, such as moving services, CPC of $0.79 versus industry norm of $2.00 and CTR of 2.39%, exceeding the goal of 0.65% signalling exceptional engagement. All-in all, the results were some of the best that RBC Ventures had experienced on any of its start-up brands.