Asana Talks Creative Risks In Its Video Marketing Campaigns
Asana's Director of brand Marketing, Matt Maynard, states that the relatable experience is a category entry point for their brand, where the platform for managing work can take on the burden. "There are specific situations or events you'd like your brand to have a connection with."
However, the sticky point in this video campaign was helping future customers identify Asana as the answer and not their source of problems at work. That meant taking some creative risks in how they presented the Asana company.
"We are a work management platform. Work is not the enemy to Us... so it was really important for us to start early and ensure to consider how these little work worries could be solved," clarifies Morgan Keys, Asana's Art Director for the brand creative team.
Do you have a short time? Check out these key points from this study.
| Name of the project | "Tame Your Work Worries" | Asana |
| Stakeholders | Matt Maynard, Head of Brand MarketingMorgan Keys, Art Director Brand Creative |
| Campaign objectives |
The Asana team wanted a campaign that would leverage a category entry point and improved the brand's mental availability.
"Tame Your Work Worries" is a short video designed to help future buyers connect Asana as a way to control the work environment. This campaign would present the concept as taming fears of Sunday Scaries with representations of work anxiety as small CG creatures that create chaos throughout work, at home as well as public settings. |
| Goals |
• Increase brand recognition and increase mental accessibility
* Assist Asana with a key category entry place * Execute a complex video marketing campaign that was affluent and affluent |
| Resources |
Asana made sure to keep their group of creatives small, and they leaned towards collaborating with a Los Angeles marketing agency, Omelet, to flesh out and execute the video's concept.
The team of creatives was in close contact with a Toronto-based film production company called Skin and Bones for the creation of practical visual effects and an French visual effects studio called Mathematic, to render 3-D models as well as help bring CG monsters to life. Asana also used their own management system for projects along with integrations in order to make the project clear, organized, and efficient. |
| The most important takeaways |
The ability to communicate is vital.
* Make sure you are taking calculated risk with creativity * Ensure clarity and efficiency collaboration |