Case Summary

Lucidworks initially came to Storyboard Media seeking a few animated explainer videos that could communicate the benefits of their advanced AI software to the average executive. Our strategic Springboard process ultimately led to the creation of a live-action video series that launched a new YouTube channel, Lucid Thoughts.

Challenge

Lucidworks approached Storyboard Media requesting a quote for a set of animated explainer videos for AI methods related to the Lucidworks Fusion platform. After conversations with several key stakeholders within the company, we were able to better understand that the specific goal was to create content that could “refill the well” at the top of the sales funnel.

Through our strategic Springboard process, we determined that the best way to achieve this goal would be to target the “pre-awareness” type of prospect and position Lucidworks as an expert in the field of AI-based B2B services. Given the complicated nature of AI and its intimidating (and often misunderstood) reputation, we felt that this project needed a slightly more… human touch.

Solution

We developed the concept for the Lucid Thoughts channel by working closely with the Lucidworks marketing team. Rather than deploy a series of animated explainer videos to achieve the goal of addressing the “pre-aware” prospect, we felt a more engaging solution would be to create a series of videos featuring a real person breaking down AI concepts in a straightforward manner, with minimal use of jargon and mumbo-jumbo.

Devising a distribution strategy early was key: these videos would live on a dedicated, branded YouTube channel, the Lucid Thoughts channel. This would give Lucidworks the best opportunity to take advantage of search on YouTube (the world’s second largest search engine!), make the content easy to find, share, promote, and provide future opportunities to expand the series down the line. The separate channel also offers a safe place for those unfamiliar with AI to learn in a sales-free environment, without salespeople, cookies, and otherwise gated content getting in the way of their self-education.

Together, we decided that the first ‘season’ would focus on the ‘Fundamentals of Artificial Intelligence’, and season 2 would take a deeper dive into deep learning, machine learning, and search technology. From a creative development standpoint, the scripts would need to break down complex technical concepts in a way that was easy to understand, yet technically accurate. Once we knew which core principles we wanted to touch on, we broke those out into six episodes per season and got to work writing the scripts.

We hired energetic, relatable hosts who could connect to our target audience. Finally, we turned to our talented network of freelancers to add creative editing, colorful animation, and upbeat music to enhance the viewing experience further and drive the episode concepts home.

Result

The Lucid Thoughts YouTube channel launched in November 2018 with 0 subscribers. At the end of the second season’s campaign, we had accumulated 4,000+ channel subscribers and drove hundreds of educated, qualified buyers to live demos with the sales team.

After two seasons we delivered a total of 12 full episodes, 3 promo videos for each episode (36 total), 6 channel promo videos, and a brand new, uniquely branded YouTube channel. We also provided Lucidworks with promotional thumbnail images and .gifs for each deliverable to really make their new channel shine bright.

To facilitate the distribution strategy, we provided Lucidworks with a detailed plan on how to upload and optimize the videos on YouTube. We also designed the paid ad campaign strategy, primarily focusing on Adwords and LinkedIn Sponsored Content to reach their target audience.

Last, but not least, we set Lucidworks up with our partner, Vidyard, and helped them migrate their video content to the new platform. Vidyard will aggregate data generated from the Lucid Thoughts videos, as well as all of their video content across multiple platforms (including much richer viewer behavior than what YouTube would provide). This enables Lucidworks to better understand who their viewers are, which videos those viewers are watching, and even see which parts of each video those viewers have revisited (among others). These insights can help Lucidworks better understand their audience and identify more qualified leads.

We also helped them get set up with Vidyard’s GoVideo, taking video a step further by allowing the sales team to implement video strategies into their process by either sending personalized messages to prospects, as well as leveraging Marketing’s video content in new channels. It’s the perfect example of the power of video in sales: you can both educate your customers and learn about them at the same time, all while making a stronger connection and giving the viewer more of what they want: video.

Check out Lucid Thoughts Season Two below, and Lucid Thoughts Season One here.

Case Summary

GlobalLink from TransPerfect provides B2B translation technology and services to facilitate international business. TransPerfect was looking for a way to promote their service, their brand, and their annual GlobalLink NEXT user conference using video.

Through our strategic process, a Springboard, we set out to understand the greatest needs for GlobalLink NEXT (their premier international event series) and recommend video content to address those needs.

We ultimately executed a comprehensive video strategy that communicated the specific value propositions of the event, helped to justify the real and opportunity costs of the event for potential attendees, and provided tools to the marketing and sales team to hype the event and drive attendance.

Challenge

GlobalLink from TransPerfect is an enterprise language translation and localization service. GlobalLink NEXT is an annual, invitation-only event where all the parts of the GlobalLink equation come together: users, product developers, prospects, support staff, and salespeople.

Initially, TransPerfect reached out to us to craft a new event teaser from b-roll and interview footage internally filmed during past events. Upon reviewing the footage, we discovered that it was unusable in a final video product.

However, this process allowed us to gain a better understanding of the event and TransPerfect’s suite of products. It also enabled us to approach our strategic engagement with fresh ideas.

Before settling on specific concepts, we knew it was critical to first understand the specific goals that the TransPerfect team wanted to achieve and the audience personas they wanted to target, and how to distribute the videos once they were produced.

Solution

​All corporate event video falls into one of three categories:

1. Video promoting the event that attracts attendees.
2. Video deployed during the event that engages attendees.
3. Video filmed during the event that leverages attendees.

While we knew we would develop strategic concepts that promoted that year’s event, we also realized this was an opportunity to leverage the event itself to promote future iterations.

So, during the Springboard process, we conducted interviews with several key stakeholders involved with TransPerfect’s GlobalLink NEXT initiative. Through the course of these interviews, we were able to determine the specific goals the team was trying to achieve and, equally important, the personas they were trying to target.

The goals included an increase in headcount at the 2018 GlobalLink NEXT, communicating the value of the event to potential attendees, and developing a stronger social media presence on relevant channels.

The personas included prospects in the marketing and IT space with some awareness of GlobalLink’s potential, existing GlobalLink customers who wanted to learn to use the platform more effectively, and independent consultants who interact with the GlobalLink platform in their professional ecosystem.

This process gave us the insights we needed to move forward with developing our strategic concepts. The concepts we developed included a ‘Save the Date’ video campaign to formally announce the 2018 GlobalLink NEXT date and location, a ‘Top Reasons to Attend’ campaign highlighting key value props, a ‘Convince Your Boss’ video campaign to “level-up” previous years’ Convince Your Boss email template, a ‘User Stories’ video campaign, and an ‘About the Speakers’ video campaign. While each concept was designed to achieve a specific purpose, they were also intended to integrate with one another.

At the same time, we determined the distribution channels through which we would publish and promote the video content once it was produced and the variety of additional deliverables necessary to execute those campaigns. The key focus for distribution would be through LinkedIn.

At the time, TransPerfect boasted just over 50,000 LinkedIn followers and as a B2B company, it is where they can most directly connect with clients and prospects. YouTube would also be an important network, though subscribers here would not necessarily translate into conversions. Email, Vimeo, and additional social media networks were also included in the distribution plan.

Result

Save the Date

The two ‘Save the Date’ videos were for the GlobalLink DC and GlobalLink Amsterdam Conferences. Featuring footage from previous events, these high-energy spots were specifically designed to hype up the event and raise awareness among the target audience – concluding with one clear call to action: Register Now.

Top Reasons To Attend

The ‘Top Reasons’ campaign featured four event reminders intended to be released at specifically chosen dates ahead of the event. Each video focused on the top reasons to attend (e.g., gain product insights, stay ahead of the competition, hear user testimonials, mix business with pleasure) to move the target audience personas from the awareness stage to the action stage.

Convince Your Boss

The ‘How to Convince Your Boss’ campaign featured entertaining “tips” for convincing your boss to let you attend the GlobalLink NEXT Conference. This campaign included an extended feature video as well as four shorter promo videos, all of which gave viewers the tools they needed to secure time off and travel expenses from their superiors.

Additionally, our event video strategy enabled us to do more than craft an effective promotional campaign; We also leveraged the GlobalLink NEXT event itself to capture several customer stories and testimonials for ongoing marketing content, which we detail in this case study.

In the end, we provided TransPerfect with over 75 deliverables, including 11 videos, 8 promotional video assets, and over 50 customized thumbnails and animated .gifs.

The videos, hosted on Vimeo, were launched according to our previously outlined distribution strategy via LinkedIn, YouTube, Instagram, Twitter, and Facebook, and through Email newsletter blasts. All of these distribution channels were aimed at attracting TransPerfect’s target audience to reach people who would be most interested in attending GlobalLink NEXT 2018.