Click launched an innovative FacePay service that allows users to make payments using biometric identification — simply by looking into the camera. To promote this new product, it was essential to communicate the simplicity and convenience of the technology to a wide audience, while also building trust in this innovative payment method.
Problem
The main challenge was to explain to the audience what “paying with a glance” means and how it works in everyday life. The task was to make the product easy to understand and spark interest among potential users.
Solution
For communication, SMM and Influencer marketing tools were chosen. Timur Alikhonov became the brand ambassador, and dozens of popular bloggers were engaged. Through everyday life scenarios, they demonstrated how different situations can be “solved with a glance,” linking this idea to the ability to just as easily and quickly pay for metro rides or purchases using FacePay. This approach made the technology more relatable and understandable for a broad audience.
Result
The campaign generated over 9 million influencer impressions, with the total advertising reach exceeding 27 million. As a result, more than 250,000 users adopted the product, confirming the effectiveness of the chosen promotion strategy and the high interest in this innovative payment method.
