How do you break through when your budget is one-fifth that of your rival?

Mobile payment provider Clover was up against Square when it launched Clover Go, a product targeted toward professional service providers. So the marketer and its agency Closed Loop decided on a strategy to pinpoint targets, going after a market segment that was growing quickly: small- to medium-sized business owners such as landscape services, construction decision-makers and related field service professionals.

The resulting campaign, “On the Road,” took a 30-second spot and from it created 100 short videos, photos and dynamic ad content that the agency spread across CTV, programmatic display networks, social media, native and direct buy channels.

Overall, the effort drove 48 million ad impressions at a $10.51 CPM average, including 6.8 million video views; Clover received nearly 350,000 clicks to its microsite.

The Closed Loop team is “never satisfied with the status quo,” said Mike Lazarro, VP at Clover. “They constantly innovate, push new boundaries in creative services, and employ effective production techniques that drive customer engagement and retention, which is our ultimate goal.”