PLATFORM EXPLAINER VIDEO
Communicating Cordial’s value proposition in under 60 seconds
Cordial is a cross-channel marketing platform that empowers brands to personalize their marketing and deliver relevant content to customers. We produced a short video to educate viewers on the platform's key features and benefits.
Role Creative Lead, Vendor Point of Contact
Disciplines Art Direction • Storyboard • Vendor Collaboration
Credit Vidico
-
Retail, QBR and publishing brands
-
Timeline: 2 months
Budget: $
Special requests: 1) Duration is to be less than 60 seconds and 2) Use the script supplied
-
2023
KICKOFF
Setting objectives
The project began by outlining key objectives, stakeholders and visual ideas ensuring alignment on the video’s purpose, tone, and messaging.
VETTING
Vendor selection
Following the kickoff and alignment on script for the explainer video, vendors were evaluated based on their creative style, process and ability to communicate value propositions.
PRODUCTION
Storyboard
Vidico was selected and quickly began creating storyboards based on the provided script.
As the point of contact for Vidico, I worked closely with the vendor to streamline and share feedback from Cordial's multiple stakeholders, and empowered Vidico to explore creative solutions.
EXPLORATION
Animation and audio
After several rounds of collaboration, from sharing feedback to teaching parts of the platform and brainstorming ways to represent it in a frame, audio was added as the final component to bring the video to life.
THE PIVOT
Outcomes
After two months of work, significant internal changes took place:
The CMO, a key stakeholder, exited the company.
The brand messaging pivoted to focus on AI.
Cordial's primary audience shifted to enterprise-level brands.
While these rapid changes resulted in Cordial to outgrow the video and held the full version from being released, audio-free snippets are used today on social, in sales presentations and knowledge base articles to explain key features at high level.
-
When a key stakeholder leaves a project, reassess and assign immediately based on their role, growth knowledge of the business and the project's impact.
-
While the team prioritized speed to release the video, they lacked the stakeholders with insight into the company's evolving direction. It's crucial to involve the right people for both current execution and future scalability of content.
-
Despite the video being unreleased, repurposing audio-free snippets proved valuable to explain parts of the platform in knowledge-based articles and sales conversations. While the full video was unreleased, we prioritized maximizing value from what we have.
What we learned