Asana talks about creative risks in its video marketing campaigns
Asana's Director of Brand Marketing, Matt Maynard, states that they believe the experience of relatability is an entry point into the category to their brand. This is the platform for managing work can perform the bulk lifting. "There are specific situations that you'd like your brand to have a connection with."
The main goal of this campaign video was to make future purchasers associate Asana as a solution, not as the source of their worries at work. It was a matter of taking some daring risk in the way they presented the Asana brand.
"We provide a management platform. The workplace isn't a threat for us... therefore it was vital for us early on to consider how these little concerns regarding work could be dealt with," clarifies Morgan Keys the Art Director of Asana. Asana's creative team is behind the Asana brand.
Are you short on time? Learn the most important learnings from this study.
| Project name | "Tame Your Work Worries" | Asana |
| HTML1 Stakeholders | Matt Maynard, Head of Brand MarketingMorgan Keys Art Director Brand Creative |
| The objectives of the campaign |
The Asana team required the help of a strategy for marketing that could leverage an entry point for the category, and increased the availability of the message.
"Tame Your Work Worries" was a campaign on video that was designed to convince buyers in the future to think of Asana with the control of their lives. The goal of it was to portray the idea as a means to control the Sunday Scaries with representations of stress as miniature CG monsters that cause havoc throughout work, at home and in public settings. |
| Goals |
Recognition of the brand will improve as will the accessibility to the general public.
* Accompany Asana with the category's key entry the entry point • Create a complicated video marketing campaign that is well-off and liked by the public. |
| Resources |
Asana retained their in-house creative team, but kept it to a maximum and they worked closely with Omelet, a Los Angeles marketing agency, Omelet in order to develop and then implement the idea.
The team behind the creative was closely with a production firm called Skin and Bones for the creation of realistic visual effects, as well as French Visual Effects Studio Mathematic which renders 3-D models. It also assists with creating CG creatures to life. Asana also utilized their own management system to manage projects and integrations to ensure that the project is transparent efficiently, organised and well-organized. |
| Principal lessons |
* Mental availability is essential.
* Make sure you are taking calculated risk with creativity * Make sure there is clarity and effectiveness collaboration |
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