Case Study: Lucidworks | Lucid Thoughts

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.