Objective

Imagen came to us looking for change. Their goal was a video marketing campaign that attracted new audiences and explained their product but, importantly, led to customer conversions and sales growth.

Challenge

In the past, the combination of video hosting and video analytics services had led Imagen’s video marketing efforts to revolve around feature-heavy product descriptions.

Through Spiel’s unique customer content journey map to identify the need for a campaign at the first two stages of the sales cycle: Attraction and Capture.

We proposed a content-driven campaign: a series of animations that drove the customer through each stage of the sales cycle.

Solution

The first video of the series was an ‘attraction’ video; a narrative-led story to entice first-time customers to Imagen.

This was followed by three videos that built on the customer’s knowledge of Imagen and what they offer, segmented by different target industries: sport, media and enterprises.

Our campaign focused on engaging customers with emotional content, before offering personalised content that explained Imagen’s relevance to their particular industry.

Result

Our campaign led to brand new leads for Imagen from major businesses and changed how they approach their marketing strategy. Since the success of this project we are continuing to work with Imagen, building user case studies around their customers’ journey.

Speaking on working with Spiel, Ian Mottashed (VP Marketing) said:

“We came to Spiel already impressed with their portfolio, expecting them to simply do a great job of bringing the features and benefits of our product to life. From our first encounter we realised that Spiel were much more than a great creative agency – they opened our eyes to a more sophisticated approach to using video – explaining the most effective way to engage potential customers through video at each stage of the sales cycle.

“We learned so much from those sessions – turns out it’s not so much about our features and benefits – more about telling exciting stories that resonate with our audience.

“Working with Spiel was fun – they spent time with us to help us refine messaging, before playing back our brief with a series of excellent scripts, storyboards and animatics. We particularly loved their big, bold ideas – crafting characters with personality and stories with humour and emotion. The hot jazz soundtrack in particular was inspired and the visual treatments were stunning. Great attention to detail on all fronts. For each stage of the creative process we were given the opportunity to feedback and make changes – so while Spiel were busy flexing their creative muscle we always felt in control.

“Our new home page video has already delivered us a hot new lead from a large energy company. In their initial enquiry, the prospect commented that the video perfectly reflected the video management challenges currently faced within the organisation. Spiel have proved to us that they have the expertise to understand our business and produce exciting video content that resonates with our target audience.”

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