New Feature Video: Campaign Tagging

As a new feature release, I worked with the product marketing team to create a video tutorial that explained the value of the new feature, while showing how the feature works within the platform.

Problem

To encourage feature adoption and demonstrate that the product was actively improving, we set out to create a video that combined standard content marketing (expressing strategy) with product marketing (exploring the product’s value).

The kink in this project came with video production. I worked closely with the Sydney-based product marketing team, which made collaboration difficult. We worked through scripting in a Google Doc, collaborating via comments over the movement of the script.

The second challenge came as a result of the COVID pandemic. Since our office was locked down, I had to set up and film in my home without any of our creative team.

Plan

To execute from home, I set up an iPhone on a tripod with a wired lapel mic and sent some test shots to our videographer and art designer. After adjusting lights and framing, I shot the video myself, using a computer as a prompter adjacent to the phone.

My colleague in product marketing creating the product shots, and all assets were sent to the videographer for the final comp.

Execution

You can see the video in this guide or watch it below.