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Case Study: Trulioo | “Mr. Catalyst” Video Content Audit

Case Study: Trulioo | “Mr. Catalyst” Video Content Audit

Client:

Trulioo

Company Type:

RegTech, B2B

Project Focus:

Content Audit, Performance Improvement

Client Product/Service:

Identity Verification Technology

Case Summary

Trulioo, a leading identity verification solutions provider that builds and connects identity networks for companies around the globe, came to Storyboard with a video library of engaging content already uploaded to their branded YouTube channel. However, their videos struggled to reach the top of YouTube’s search results. 

To push their content to the top of search rankings, we conducted our Mr. Catalyst video content audit. We analyzed Trulioo’s library to identify videos whose metadata could be optimized to improve search engine performance and audience engagement. We also made sure all of their currently available videos contained consistent branding aligned with the current state of the company. 

After our work was complete, Trulioo experienced a dramatic increase in the SEO metrics of its YouTube library.

Challenge

When Trulioo first approached Storyboard Media, the rapidly-growing start up already had a strong branded YouTube channel that contained several dozen videos. While their content was professionally produced and engaging, they found that their videos’ search performance results were often lackluster. Additionally, the branding across their YouTube channel was inconsistent.  

We confirmed Trulioo’s issues using a metric called “Actionable SEO Score.” This metric measures the impact of metadata – such as title, tags, and video descriptions – on the video’s search engine performance on a scale of 0 to 50. Higher scores are better. 

Based on our video library audit conducted in April 2021, we found that the average actionable SEO score of Trulioo’s YouTube content was 31.31. Multiple videos had individual scores of 0 and several more failed to reach a score of 20. This indicated opportunities for improvement. 

Solution

Our audit of Trulioo’s YouTube video library found a variety of common issues that can harm search result rankings. We also uncovered ways to boost audience engagement by taking advantage of built-in YouTube tools. For instance, two of these tools – cards and end screens – allow audiences to click relevant links or subscribe to the channel when the video calls for them and while the video continues playing.  

Further, we noticed that Trulioo was not organizing its content in playlists. Playlists make it easy to group a channel’s content with other relevant videos. They act as channel-created rabbit holes that keep the audience engaged and watching your content.

Additionally, much of Trulioo’s content was no longer relevant. These videos featured old branding, focused on employee representatives no longer at the company, or utilized content that was repeated in newer videos. Some videos were severely underperforming and ultimately unnecessary to the brand at large. 

Of the 57 videos we analyzed, we recommended moving 32 into the private or unlisted category. Of the remaining 25 videos, each had multiple metadata or engagement components that required optimization. Specifically, our audit found: 

  • 7 videos without end screens 
  • 9 videos without manual closed captioning 
  • 10 videos with unoptimized titles 
  • 15 videos that weren’t shared on Trulioo’s Facebook page 
  • 18 videos lacking relevant keyword tags 
  • 20 videos without cards 
  • 25 videos without a playlist 

Our Mr. Catalyst video library audit created a road map for these changes. Some of these changes were small; it’s fairly easy to share a video to Facebook or group content together in playlists. Other changes were more significant and required further research to ensure that titles and tags set their respective videos up for success.

We also designed and created a library of branded graphic elements and animations, including title cards, end cards, and lower thirds, that could be used to give any new videos a consistent, branded look.

Ultimately, through our audit and the resulting recommendations, we were able to organize Trulioo’s YouTube channel and help boost the channel’s actionable SEO score.

Result

Our first audit of Trulioo’s YouTube library was in April 2021. At that time, they had 57 videos with an average SEO score of 31.31. 

After optimizing the 25 videos that we decided to keep public on Trulioo’s channel, we conducted a second audit in July 2021 to see if our work was successful; indeed, we reported significant improvements. Specifically, the average SEO score of Trulioo’s YouTube library rose to 45.25 – an increase of 45% in just a few months.

This increase wasn’t simply driven by the removal of underperforming videos. In fact, if you were to compare only the 24 videos that survived the optimization process, the increase in their average SEO scores from the first to the second audit jumps to nearly 63%.  

We can break down the increases between the two audits on an individual video basis: 

  • 11 videos increased their scores by at least 20 points.
  • 5 videos increased their scores by between 10 and 19 points.
  • 5 videos increased their scores by between 1 and 9 points.
  • 3 videos had scores that changed by less than a point.

Additionally, the range of scores was now much narrower. Our first audit found that Trulioo’s YouTube channel had videos with scores that ranged from 0 to 47.5. After our second audit, the lowest-ranked video now had a score of 43.7 

The Mr. Catalyst process is perfectly exemplified in this case study. Like Trulioo, many companies already have an extensive video content library. Yet, their videos still struggle to rank highly in search results. This leads to diminished ROI and lacking engagement metrics. 

Our “Mr. Catalyst” video content audit can help. As with Trulioo, we can provide verifiable metrics that show how your videos are performing and create a roadmap for improvement. This helps boost the return on each video’s investment and gives your potential audience an increased chance of finding your video when they’re out searching the vast internet wilderness.  

Case Study: Venture 15 | Livestream Virtual Event

Case Study: Venture 15 | Livestream Virtual Event

Client:

Venture Asheville

Company Type:

Economic Development

Project Focus:

Livestream Production, Virtual Events

Client Product/Service:

Connect entrepreneurs with startup funding, mentors and talent to scale ventures.

Challenge

The Venture 15 Awards and Venture Asheville Honors is an annual ceremony that ranks the 15 fastest growing startups in Asheville, North Carolina, hosted by local startup incubator Venture Asheville. The event honors the people and organizations that make Asheville a place for startups to thrive.

In years past, Venture 15 has been an in-person event featuring a live band, bar, and, of course, a couple of hundred people from the Asheville startup community. In December of 2020, COVID19 made gathering in-person for such an event impossible.

That didn’t deter Jeff Kaplan and his team at Venture Asheville; they were determined to carry on the tradition of Venture 15 despite the challenges 2020 presented. But they knew they couldn’t simply send out another Zoom meeting invite to their email list; the challenges the startup community overcame in 2020 warranted a true celebration: “We have to blow up the model for virtual events,” Kaplan insisted.

Our task was to help Venture Asheville throw a live, virtual celebration; maintain viewership throughout the course of the event; capture a live recording of the event to use for future promotional purposes; and ensure that each sponsor of the event felt their contribution was money well spent.

Solution

Our production team traveled to Asheville to Livestream the show. Our team included two executive producers; a director of photography; an audio engineer; a dedicated Zoom operator; and a board switcher.

Upon arrival, we had a short window of time to transform the small classroom into a fully operational broadcasting studio. We lit the makeshift classroom-turned-studio using an Aperture 300d Key Light, a 2’x1′ light mat for Brenda, Torch LEDs for hair lights –– and miscellaneous rigging to hang everything from the ceiling to maintain a safe work area.

The Livestream utilized 2 Blackmagic Pocket 6K cameras, 1 Blackmagic Pocket 4k camera, multiple confidence monitors, and a Blackmagic ATEM switchboard. Our audio equipment included a boom mic, 2 wireless Lavs for Kaplan and his co-host, Brenda.

We tested the production elements (including the cameras, monitors, switchers, and the Zoom platform itself) in a boardroom several times to ensure we had the proper set up between cloud tech and tech products.

The live event began on schedule at 8:00 pm EST, running for just over two hours. Our team played numerous pre-recorded pieces, including announcements and parody commercials, timed to the live hosting segments and awards announcements to create a seamless viewing experience.

Result

According to Kaplan, his team, and the participants, the Venture 15 Awards Livestream was a success, drawing over 100 participants –– nearly all of whom watched until the end.

For Venture Asheville, the 2020 virtual event resulted in a higher profit margin due to the lower overhead costs. They plan to incorporate a virtual component to the Venture 15 Awards every year going forward, as the Livestream increased access and inclusivity, enabling members of the startup community, friends, and family to join the event from anywhere.

We delivered a full recording of the 120-minute event, as well as a promotional video to generate interest and investment in the event going forward. The promotional video was shared with Venture Asheville board members during a quarterly presentation, and across social channels. You can check out a sampling of the positive response Venture Asheville received on social media below.

Venture Asheville | Venture 15 Promo

Venture Asheville | Venture 15 Livestream (Full Broadcast)


Rhumbix | Time & Materials Tracking

Client: Rhumbix

HQ: San Francisco, CA

URL: www.rhumbix.com/

Company Type: B2B Technology

Project Focus: Marketing

Client Product/Service: Construction Field Data Platform.

Case Summary: Rhumbix is the leading platform for capturing field data. Rhumbix Time and Materials tracking solution eliminates the need for tracking out-of-scope resources using paper and PDFs, leading to less waste, more efficiency, and a streamlined process for tracking and approving T&M across multiple construction projects.

We created a marketing-focused video that targeted general contractors, sub-contractors, and field workers with the goal of demonstrating the most valuable features of the Rhumbix mobile field app and the desktop dashboard. We worked closely with the client to develop the script and the mixed-media animation style. The right voiceover artist provided the finishing touch to pull the entire piece together.

In the end, we delivered one core video, as well as a shorter promo video (approximately 45 seconds) and a shorter teaser for use on social media. We also provided still and animated thumbnails to use on social media, blog posts, and third-party media.

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Rhumbix | Time & Materials Tracking

 



 

Rhumbix | T&M Promo

 


 

Rhumbix | T&M Teaser

 


Redpoint Global | Rg1 Platform

Client: Redpoint Global

HQ: Boston, MA

URL: www.redpointglobal.com/

Company Type: B2B Technology

Project Focus: Marketing

Client Product/Service: Customer Data Management.

Case Summary: Redpoint Global’s software platform, rgOne, empowers companies to transform their customer experiences and drive higher revenue. rgOne provides a unified, single point of control where customer data is connected and customer touchpoints are orchestrated. This leads to more engaging customer experiences and, ultimately, measurable ROI.

The complexity of rgOne warranted some video content to help prospects ‘peek under the hood’ of the technology and better understand how the solution works — and how it differs from similar solutions in the customer data management field. We began by creating marketing-focused animated explainer videos for two of the variables that contribute to rgOne’s effectiveness: ID Resolution and Data Quality. Because Redpoint Global has such a strong brand identity, it was critical to develop a unique animation style that reflected the brand while keeping the visuals minimalistic and easy to understand.

We delivered two core videos, ID Resolution and Data Quality, as well as teasers, animated thumbnails, and still thumbnails for each video. This helped us establish a visual approach that we expect to apply to new videos, as this is an ongoing project.

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Redpoint Global | ID Resolution

 


 

Redpoint Global | Data Quality

 


Just Kibbitz | Eggplant

Just Kibbitz | Eggplant

Client: Just Kibbitz

HQ: Asheville, NC

URL: www.justkibbitz.com/

Company Type: B2C Technology

Project Focus: Marketing

Client Product/Service: Dating Site targeting Jewish mothers and their single children.

Case Summary: Just Kibbitz is the only dating site that empowers Jewish mothers to play matchmaker for their children. Just Kibbitz approached Storyboard Media six months before their launch date seeking a marketing video that would speak to their target audience –– Jewish mothers. We did our homework, learning everything we cloud about their audience –– from why Jewish mothers would be drawn to a dating platform like Just Kibbitz to their hobbies, mannerisms, and go-to Yiddish phrases –– and after months of close collaboration with Just Kibbitz, the Eggplant concept was born. The not-so-subtle innuendo of Eggplant aims to underscore one of the most important advantages of Just Kibbitz as a dating platform, while making it easy to understand how it works.

In the end, we created a core anchor video (1 minute in length, ideal for native upload on Instagram), a subtitled version, eight promo pieces (designed for use on Instagram Stories and YouTube preroll), and multiple animated thumbnails to use in a content mix on social media. Just Kibbitz launched in October 2020 –– and quickly saw an increase in user sign-ups and positive media attention.

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Just Kibbitz | Eggplant (Subtitles)


Just Kibbitz | Eggplant Promo 1


Just Kibbitz | Eggplant Promo 2


Just Kibbitz | Eggplant Promo 3


Just Kibbitz | Eggplant Promo 4


Just Kibbitz | Eggplant Promo 5


Just Kibbitz | Eggplant Promo 6


Just Kibbitz | Eggplant Promo 7


Just Kibbitz | Eggplant Promo 8


Lucidworks | Lucid Thoughts Season 2

Lucidworks | Lucid Thoughts Season 2

Client: Lucidworks

HQ: San Francisco, CA

URL: https://lucidworks.com/ | https://www.youtube.com/lucidthoughts

Company Type: Artificial Intelligence Software, B2B

Project Focus: Marketing, Sales

Client Product/Service: Artificial Intelligence solutions for business

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.

After a successful launch of Season One (read the Lucid Thoughts Season One Case Study), we embarked on Season Two, with the goal of going deeper into the world of AI and machine learning. We worked closely with the client to determine the topics for Season Two and write scripts that would speak to our target audience in a fun, engaging way.

As with Season One, we knew it was important to have a relatable host convey these concepts. Tia brought charisma, energy, and a sense of humor to the performance which made the information easier to absorb. Our post-production team kept the animation style consistent with Season One, however, Season Two has its own distinctive teal theme.

We produced six episodes of Season Two and one promotional video, as well as a promotional cut for each of the six episodes. We also created animated thumbnails and keyword-optimized YouTube titles and metadata for each video. In the end, we delivered over 50 unique assets.

You can watch Season Two of Lucid Thoughts on the Lucid Thoughts Channel, or scroll down to view each video.

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Lucid Thoughts, Season 2 | Episode 1: NLP vs. NLU

Lucid Thoughts, Season 2 | Episode 2: Learning to Rank

Lucid Thoughts, Season 2 | Episode 3: Neural IR Search

Lucid Thoughts, Season 2 | Episode 4: Query Intent Classification

Lucid Thoughts, Season 2 | Episode 5: Question Answering Systems

Lucid Thoughts, Season 2 | Episode 6: Virtual Assistants

Case Study: Transperfect | Customer Stories

Case Study: Transperfect | Customer Stories

Client:

Transperfect

Company Type:

Technology, B2B

Project Focus:

Marketing, Sales, Brand Awareness, Event Video

Client Product/Service:

Language services and technology solutions for global business

Case Summary

GlobalLink from TransPerfect provides B2B language services to facilitate international business communication. GlobalLink NEXT is the largest company event where all parts of the GlobalLink equation come together: users, product developers, prospects, support staff, and salespeople.

For us, corporate events aren’t just an opportunity to capture keynotes and B-Roll of the event itself. They enable us to take advantage of all those parts of the equation being in the same place at once, and leverage that opportunity to create content that serves marketing and sales.

We launched a Springboard to understand the greatest needs for video content for GlobalLink NEXT as an event series, GlobalLink NEXT in DC, and GlobalLink as a product. We determined that our strategic event video package, The Ballroom C, would provide TransPerfect with the most valuable content ahead of, during, and after the conference.

The Ballroom C includes three phases of content:

• Phase One – video to promote your event ahead of the event
• Phase Two – video to deploy during the event
• Phase Three – video created from footage captured at the event

For this GlobalLink Next initiative, we executed Phase One and Phase Three.

The first phase of our strategy included the promotional video content we created leading up to the event, which you can learn about in Part One of this case study.

The next phase focused on creating videos from the footage we captured in DC while GlobalLink NEXT was taking place in September 2018, including speaker presentations and customer stories. In the end, our strategy enabled us to take advantage of the GlobalLink customers and partners who attended the event to deliver multiple story-based campaigns.

Challenge

GlobalLink, as a product, provides B2B language services to facilitate international business communication. GlobalLink NEXT is an invitation-only event where all the parts of the GlobalLink equation come together: users, product developers, prospects, support staff, and salespeople.

Part Two of our roadmap focused on capturing the Speaker Presentations at GlobalLink Next, as well as creating a series of Customer Stories: testimonial videos from existing GlobalLink customers who were willing to share their personal experiences using the product. The coordination of these video shoots presented unique challenges in their own right – and required another strategy altogether to execute successfully.

Solution

First, we identified the key personas that TransPerfect needed to target through their Customer Stories video campaign: Prospects, Existing Clients, and Independents (e.g., consultants).

We determined the distribution channels through which we would publish and promote the video content once it was produced. This included TransPerfect’s website, as well as their most relevant – and rapidly growing – social media followings: LinkedIn, which saw a 52% increase in followers YOY; Facebook, which saw a 34% increase YOY; and, of course, YouTube, which saw a 173% increase in subscribers YOY.

Customer Stories

We wanted to leverage the perspective of existing GlobalLink users to address potential concerns from new prospects. It wouldn’t do us much good to interview any random GlobalLink user we came across in the conference hall; rather, we strategically selected our subjects ahead of time. To achieve this, we identified the users who could provide the most value for our target prospects, such as leaders from the gaming industry and customer support experts.

Prior to the event, we pre-interviewed our subjects to help us get the full story. This is an essential, but often missed, element of creating compelling customer story-based content. The pre-interview lets us design the right questions that elicit the right answers to craft the story we want to tell, while also making the actual on-camera interview process more efficient. We also began the process of securing releases from the subjects and their companies; it is critical to get permission from the company to use footage of their employees, even if the subjects themselves sign your release.

The worst time to uncover the story is when you sit a subject down in front of the cameras for the interview. Often times, production companies will not consider this and end up scrambling on the day to find subjects and pull something insightful out of them; by eliminating this element, we made the interviews much more focused and the content more valuable.

On the day of the event, our production crew set up a green screen studio in a meeting room down the hall from the main conference room which gave us more opportunities to separate our subjects from the background, and introduce motion graphic elements. We did this largely because we all know how boring talking heads can be, especially as they describe the technical aspects of their niche industry. The producers who conducted our pre-interviews directed these interviews, as well, so they knew exactly which questions to ask to draw out the right story.

Often, you’ll see B-roll covering these shots – but we didn’t have the luxury of capturing B-roll. Motion graphics gave us the ability to create dynamic, engaging, and most importantly, educational backgrounds during the post-production phase.

Ultimately, the production was intricately designed to help us create the most and the best content we could in one single day, thus ensuring a higher return on investment for the client.

During post-production, the producer who conducted the pre-interviews and on-camera interviews reviewed the footage and transcripts to identify the most valuable sections of the testimonials. Working with our editor, the team was able to build powerful customer stories that served the goals laid out in the early stages of our strategy. Last but not least, our animators developed a consistent animation style to tie all of the videos together into a coherent campaign.

Speaker Presentations

We believe that our clients own the thought leadership content presented at their events, which is why it was so important to capture the Speaker Presentations throughout the GlobalLink conference. So while we conducted our testimonial interviews throughout the day, our stage team captured the content being delivered in the various ballrooms.

Although we conducted pre-interviews for our customer stories, we wanted to be flexible enough to capture some additional information during our interviews if opportunities presented themselves. We had a producer taking notes during each presentation in case one of our subjects delivered new insights while on stage, giving us the ability to ask them questions related to those new discoveries during the testimonial interview.

For example, during his presentation, one speaker compared the differences between “life before TransPerfect and life after TransPerfect.” His concise, pointed summary of how TransPerfect changed his business for the better was something we knew we wanted to capture, as he would already be prepared to discuss it on the fly.

Over the course of the conference, we filmed nine presentations, with the expectation of delivering five final Speaker Presentation videos that featured the “best of the best” content. This was determined by identifying the speaker content that was highly engaging and expertly delivered.

Prior to the event, we pre-interviewed our subjects to help us get the full story. This is an essential, but often missed, element of creating compelling customer story-based content as it lets us design the right questions that elicit the right answers that help us craft the story we want to tell. The worst time to uncover the story is when you sit them down in front of the cameras for the interview; you may miss golden opportunities to craft the perfect story if you don’t do this ahead of time.

On the day of the event, our production crew set up a green screen studio in a conference room which gave us more opportunities to separate our subjects from the background, and introduce motion graphic elements. We did this largely because we all know how boring a talking head can be, especially as they describe the technical aspects of their niche industry.

Often, you’ll see B-roll covering these shots – but we didn’t have the luxury of capturing B-roll. Motion graphics gave us the ability to create dynamic, engaging, and most importantly, educational backgrounds during the post-production phase. The studio team captured pre-designed interviews while our stage team captured the content being delivered in the various ballrooms.

In other words, the production was carefully planned to enable us to capture more video on the day, thus ensuring a higher return on investment for the client. During post-production, we collaborated with animators and editors to develop a consistent animation style to tie all of the videos together.

Result

In the end, we delivered over 60 assets, including nine full-length Customer Stories videos plus .gifs, thumbnails, and cutdowns.

TransPerfect created a Customer Stories page on their website featuring each of the testimonial videos. Each video is paired with a lead generation contact form.

In addition, these videos are available for their sales team members to use in their cadence to help move prospects – and existing clients interested in new TransPerfect services – further along in the sales cycle. The videos offer social proof to prospects in similar verticals as the customers featured in the campaign.

In July 2019, TransPerfect announced that it has hit a new sales milestone for the company: $357 million in the first six months of the year, or a 6 percent increase over the same period in 2018. In fact, their second quarter of 2019 was the largest Q2 in the company’s history.

Transperfect | Customer Stories: Seamless Experience

Transperfect | Customer Stories: Going Global with Translations.com


TransPerfect | Customer Stories: Working with TransPerfect

 


TransPerfect | Customer Stories: Translating Messages vs Words


TransPerfect | Customer Stories: The Three Pillars


TransPerfect | Customer Stories: Onboarding with TransPerfect


TransPerfect | Customer Stories: Making The Big Change


TransPerfect | Customer Stories: Life Before TransPerfect


TransPerfect | Customer Stories: Cadence of Content