BioCatch: Using AI to tell a uniquely human story
BioCatch, the leader in behavioral biometric intelligence used to fight financial crime, was in a position that many marketing teams find themselves in: big on ambition and spread thin on budget. Where many teams would opt to simply “keep the lights on” or deprioritize brand building, BioCatch partnered with us to meet the challenge head on. We leaned into generative AI imagery and video to bring BioCatch’s story to life in new and resonant ways—and delivered outsized impact in digital channels.
Meeting a familiar challenge head-on
BioCatch, the leader in behavioral biometric intelligence used to fight financial crime, was in a position that many marketing teams found themselves in: big on brand goals and spread thin on budget. Where many would opt to simply “keep the lights on” or deprioritize brand-building in a tough economic climate, Marketbridge and our BioCatch Marketing team met the challenge head–on, leaning into generative AI imagery and video to bring BioCatch’s story to life in new and resonant ways—and deliver outsized impact in digital channels.
Keywords:
Building the brand in brand-new ways
This B2B brand campaign targeting financial institutions aimed to position BioCatch as an authoritative figure within the financial services industry, elevate brand visibility and recognition, and foster a strong connection with the audience. Internally, BioCatch was keen to push the creative envelope and explore the use of emerging technologies to do strong, brand-building work in agile and efficient ways.
Increase authority
Amplify recognition
Build connections
Fighting fin crime with consumers’ best behavior
Consumers are a bank’s greatest vulnerability—susceptible to all kinds of headline-making crime that can lead to massive financial losses and ruined brand reputations. But for BioCatch, consumers are the greatest security asset. BioCatch has a unique approach to tracking behavioral biometrics that combines fraud telemetry at scale, continuous behavior sequencing and predictive intelligence. Said another way, the unique and quirky ways humans behave in digital environments are more useful in mitigating fraud than any multi-factor authentication solution. Our opportunity was to creatively tap into these behaviors to show financial services leaders that consumers are the key to fighting fraud.
“When Marketbridge pitched the idea of AI for creative activation, we said hell yeah! I couldn’t wait to see what we could do to bring our brand story to life."
Spotlighting the consumers behind the keyboard
Quirky, charming and decidedly human-centric, our concept, “Fight fin crime with your customers’ best behavior,” brought the consumers behind the keyboard into focus. Drawing on common, real-life biometric behaviors, we created fictionalized characters, including Long Swipe Sally, who displays distinctive exaggerated swiping motions whether she’s dancing or paying a bill. And Heavy Tapper Ted, a charismatic business leader who is as enthusiastic and intense in his business ideas as he is in firing back emails to his investors.
Bringing custom characters to life with genAI
This relatable and endearing take on fraud technology was a broad departure from the buzzword-laden marketing common across the financial industry. Art direction was approachable and vibrant, and copy forthright and sincere. But, of course, no stock library could effectively convey the nuance and specificity we were hell–bent on, and with speed to market a practical priority, a custom photo shoot was off the table. So, we got creative—again.
Using multiple AI engines—including Midjourney, which gave us maximum creative control—we brought four custom fictionalized characters to life. The Marketbridge creative team iterated extensively (to the tune of 400+ generations!), directing the visual engines to imagine hyper-realistic scenes, paying special attention to contextual details like setting and wardrobe to ensure outputs were inclusive and representative of our target demographics.
We approached the process as if it were a production shoot: every detail mattered, and every iteration was an opportunity to level up the work.
But, we didn’t stop at images. We couldn’t, not when so much of BioCatch’s story is rooted in physical behaviors. Once the portraits were pixel–perfect, we imported them into additional generative AI engines, including Luma AI, to create short moving-portrait videos. Again, nuance and precision were the name of the game, and getting behavioral details right—like the exaggerated swipe of the Long Swiper and the hyper-speed of the Turbo–Texter—drove authenticity and resonance. With portraits and videos in hand, we launched organic social posts on LinkedIn and targeted display ads through 6sense and Influ2. A HubSpot landing page encouraged audiences to learn more about the role of behavioral biometrics in fraud prevention.
Uniquely human campaign moves the needle
This campaign challenged the status quo of financial services marketing, replacing jargon-heavy messaging with engaging, personality-driven storytelling that resonated with decision makers. And the results speak for themselves: a 37% increase in branded search, a 113% lift in website sessions from target accounts and a 21% boost in organic rankings against competitors. These metrics underscore the campaign’s ability to not only build brand awareness but also drive meaningful engagement with key audiences that fuels future demand.
lift in organic search engine rankings compared to competitors
increase in branded search
compared to pre-campaign performance
increase in website sessions from target accounts compared to benchmark
The future is people + technology
AI is moving at a spellbinding pace. Blink, and you’ll miss it. Best-in-class B2B marketing will require AI adoption that’s purposeful and operationalized—not just AI for the sake of box-ticking or fiddling around. This campaign represents a mutual commitment from the client and agency to lean into emerging tech with care, curiosity and consideration. We’re proud to be partners who think differently, navigate practical constraints and challenge perceived creative limits to imagine impactful work that moves the needle for the brand.
"This work proved that AI in marketing can and should be more than outlandish imagery. Done well, it can drive big impact while keeping production nimble."