The condition that had to change.
Create mass reach and video consumption while keeping the educational story coherent across social, video and display environments.
Internet MediaStart a conversation Case study 13 / Raast Pay Aao
National payment-awareness campaign.
42.6M+
Delivered 42.6M+ video views, 61.4M+ impressions, 26.6M+ reach, 5.25M+ engagements and 375K+ clicks across Pakistan.
Raast required a large-scale public-awareness campaign that could explain, normalize and accelerate understanding of the payment system across Pakistan.
One organising idea for the whole system.
Orchestrate Facebook, Instagram, TikTok, YouTube and Google Display around one video-led national awareness system, then optimise delivery by platform response.
03 / Execution system
Strategy made operational.
- 01
Integrated five-platform media strategy
- 02
Video-led education and storytelling
- 03
Cross-platform delivery optimisation
- 04
Unified reach, engagement and traffic reporting
04 / Measurable outcome
42.6M+Delivered 42.6M+ video views, 61.4M+ impressions, 26.6M+ reach, 5.25M+ engagements and 375K+ clicks across Pakistan.
YouTube: 13.7M viewsTikTok: 11.2M viewsFacebook: 10.3M viewsInstagram: 7.45M viewsGDN: 6.04M impressions