To promote a new payment feature, which is complex in setup but easy to use, I came at this with a how-to approach followed by a strong benefit overview. The landing page was a great portal for user tracking as well as helping the user answer all their questions about setup.
Since we needed to grab the users attention, we began the video by pointing out how this new feature would benefit the customers life. For the setup, we showed the overall steps to enable the feature in an easy-to-follow demonstration. We wanted to finish strong and tie back to the importance of the customers time through imagery that showed everyday life and the moments you can capture with more time.
”The grapevine is humming this morning, and it appears that [the CMO] LOVES everything we are doing.” The CMO herself later added, during a large staff meeting, “This is how an integrated campaign should work.
Note from ClientDay of launch
