Spotlight: It’s Magic

Developers often get their first and only impression of a product launch through content.

Catchy built the “It’s Magic” creative concept to showcase PayJunction’s No-code Payments Integration (NCPI), a payment processing tool that simplifies business point-of-sale setup. Using a problem statement, a clear solution, and a dash of humor, it speaks to software developers fatigued by complicated integration processes with a fix that’s “so easy, it feels like magic.”

While NCPI delivers on simplicity, speed, and functionality, its supporting content had to strike the right tone with a skeptical audience. Looking for a solution that would increase awareness, drive adoption, and build affinity, we turned to live-action video, and “It’s Magic” was born.

Where “It’s Magic” started

“It’s Magic” came from a strategic look at PayJunction’s product-market fit.

NCPI is a first-of-its-kind solution in the payment processing industry, allowing independent software vendors and development shops to create better point-of-sale systems in less time while increasing their revenue per customer. Our research showed that software developers in these groups were accustomed to inefficient and complicated processes and needed a better solution.

What better way to reach them than with humor? We chose comedy as our method to connect with their experience and magic as our concept for a solution.

We also knew the content we developed would have to drive progress towards our broader go-to-market objectives:

Increase awareness of NCPI
Drive downloads and sign-ups
Build affinity towards PayJunction

In this case, video was the clear choice.

The role of video in a developer-focused content mix

Video can be a useful addition to any content mix, but it takes an in-depth understanding of the target audience to see results. It can engage developers, simplify complex topics, build affinity, and grow reach through community sharing and promotion.

We created “It’s Magic” to deliver clear, concise, and relevant messaging to our target audience, using humor to generate engagement. As part of the broader NCPI content mix, it introduces the product benefits and invites viewers to learn more, leaning on other pieces of content for supporting information.

By driving awareness and providing a first step toward adoption, live-action video was the right solution for PayJunction to quickly communicate the benefits of NCPI in an easily accessible and sharable format.

How the project came to life

“It’s Magic” was critical to the success of the NCPI product launch. As the lead message for software developers in our target audience, it had to resonate with them and drive results.

Working in collaboration with the marketing team at PayJunction and our trusted partners at All is Well Studios, we managed the project from ideation to publication.

Here’s the initial outline we built for production:

And a project-level overview of the development process:

What “It’s Magic” achieved

“It’s Magic” achieved over 200k views on YouTube in the first two months after release. It also performed well as an ad, achieving a strong view rate, CTR, and outperforming static ads as a traffic driver around the NCPI launch.