Technology / Trust & identity
CheckMyPeople
Nobody wakes up excited about a background check. Feeling safe is a different story.
Senior Social Media Manager & Content Strategist
Let me set
the scene.
CheckMyPeople verifies the identities and backgrounds of domestic staff in Nigeria. Useful service. Serious subject. But useful doesn’t automatically mean people connect with it. My work was to bring the human reason for verification closer to the surface, then carry that story across the places people actually pay attention.
The platform risked being understood as a transaction: pay, run a check, get a result. I wanted the communication to acknowledge what sits underneath that transaction. People are making decisions about their homes, families, and businesses. The tone needed empathy without becoming sensational or losing credibility.
What are people really trying to protect?
Give the message a human starting point
I defined audience personas, the brand voice, and core content pillars. That gave the team a more useful basis for deciding what to say than simply explaining features over and over. The communication could speak to a real concern while still helping people understand the service.
Use AI to help the production, then do the thinking
I used AI video workflows to create marketing content around relatable security situations. The tools helped with production speed and output. The creative work still depended on the hook, the scenario, and the copy. I wanted viewers to recognise the problem before asking them to consider the solution.
Take the same idea beyond the feed
I developed copy and layouts for full-page newspaper advertisements and transit bus branding. That required a different discipline: an idea that works in a social caption may need a much shorter, clearer expression on a moving bus. The formats changed. The underlying story about trust stayed connected.
What I made
and put in place.
- Audience personas, tone of voice, and content pillars
- AI-produced marketing video content
- Social content and conversion-focused copy
- Full-page newspaper advertising
- Transit bus branding concepts and layouts
What changed.
The project recorded a 20% increase in lead generation in its first six months. I see that as the result of a connected approach to the brand and its communication—not a reason to give one AI tool all the credit.
What stayed with me.
AI video is useful when I know what I want people to feel and understand. Without that, it just helps me make more things to scroll past.
If your product makes perfect sense to your team and very little sense to everyone else, let’s work on that gap.
Let’s talk about itNEXT STORY
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