Description
This full-funnel ecosystem of product videos was designed as a primary storytelling driver in Cloudera's buyer's journey strategy. Each tier of video was tailored to a different step and is still a vital part of carrying potential customers through the marketing and sales funnel. The strategy yielded over 200 pieces of video content, leading to countless impressions and engagement moments across the target audience.
Client
Cloudera
Agency
Thinkmojo / Gantry
My Role
Creative Director / Director, Cloudera
Year
2022-2024
Type of work
Product Videos / Strategy
challenge
Faced with a rapidly shifting industry, Cloudera needed to update their buyer's journey strategy. And in Cloudera's case, this meant adjusting for multiple personas—Data Leaders, IT Leaders, and Data Practitioners. Cloudera required a creative platform to communicate their product narrative across those audiences, from top to bottom funnel.
CREATIVE DEVELOPMENT
Working with the talented folks at Thinkmojo and Gantry to bring the vision to life, a visual language was constructed that extended the existing Cloudera aesthetic.
Central to the approach was the "main character" of Cloudera's story—the data.
These colorful, primitive shapes provided the connective tissue to all product and technical related content—the iconographic foundation for the ecosystem.
DEPLOYMENT
The videos were used in a variety of functions. On the Cloudera website, they functioned along the buyer's journey path, hooking viewers with broad ranging appeal and then funneling down to specific feature sets. Additionally, the videos were used at events, in corporate communications and PR, on social platforms, and for sales plays.
Results
In all, over 200 pieces of video content were produced for the product video ecosystem, resulting in countless numbers of impressions and moments of engagement.
The created videos also played a pivotal role on the Cloudera website, helping noticeably boost site engagement as the audience embarked on their respective buyer's journeys.