It’s a fierce battle against shorter-than-goldfish attention spans. Creating a demo video is one thing, but creating an in-depth tour of an enterprise product that people actually watch? That’s a challenge we accept.
Tour de Wildfire.
Wildfire by Google was the most popular social media analytics and management enterprise software in the world before it was merged into Google’s DoubleClick product. Fortune 500 brands like Mountain Dew, Puma, Benefit UK, and the New York Giants used Wildfire to launch global social campaigns and measure their impact.
Knowing we had experience in tech, Google’s team asked us to create a demo video to give enterprise buyers a full tour of their social media suite. Spoiler alert: it became "one of the most successful pieces of sales collateral [Google] ever used.”
Creating a spicy script.
Wildfire by Google has plenty of market awareness. They were featured on the cover of Advertising Age, used by 30 of the world’s top 50 brands, and well known in their market. Trust wasn’t an issue. If a prospect knows about your brand, you don’t need to hit them with high-level benefits. Instead, you jump straight to the tactical. This is particularly true for enterprise software where prospects depend on deep technical information to justify new technology purchases and switching costs.
While we had lots of persuasive case studies to work with for the underlying storyline, the bigger challenge was visualizing the script. Enterprise buyers need details, but just showing interface shots and stats would be visually repetitive and bore prospects.
Shepherding attention spans.
We decided Wildfire needed a 12-minute demo video to fully show the software in action and help prospects see how Wildfire could help their brand launch social campaigns, manage their brand’s audience, and analyze their results.
To keep such a long demo video consumable, we knew we would need to break down each product feature into a chapter; each with a combination of animation and live action. This was designed to help make abstract benefits, like multi-channel attribution, concrete and believable. Users would be able to click to a section that interested them or revisit a particular feature without getting lost. We even decided to code a custom HTML player to display our videos in a consumable format.
Story construction in the North Pole.
Whenever video production begins, our team members turn into elves. In the past we’ve crafted fictional brands to tell stories, filmed dancing dogs, and animated fake interfaces. Our goal is always to make abstract benefits (like easier workflow or ROI) concrete, simple, and visual.
For one of the chapters, we created a fictional YouTube video contest to demonstrate Wildfire’s ability to help manage millions of fans. The idea was to show how content involves many different creators all working together to tell your brand’s story. The key to good video is creating a concept that you can build a compelling story around.
Pro tip: We are a firm believer that using stock music for video is like using stock images on your website. Just terrible. Our talented audio engineer, David Parfit, writes and records original music for our videos.
The Moral of the Story
Video is queen.
Although Google doesn't disclose revenue figures, we know the videos we created for Wildfire have generated thousands of enterprise leads. Their success is a true testament to the persuasive power of video in complex B2B sales cycles.
“The demo video is one of the most successful pieces of sales collateral we’ve ever used.”- The Google Team
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