Asana discusses creative Risks In Its Video Marketing Campaigns
Asana's Director of Marketing and Brand Marketing, Matt Maynard, states that the relatable experience is an entry point into a category for their brand, where the platform for managing work can perform the bulk lifting. "There are specific situations or events you'd like your company to be associated with."
The key point of this campaign video was to help future buyers identify Asana as the answer and not the source of their problems at work. It meant taking a few creative risks in how they presented the Asana brand.
"We operate as a workplace management platform. Work is not a problem to Us... so it was vital for us early on that we thought about the way these small worries about work can be addressed," clarifies Morgan Keys as Asana's Art Director. the creative team behind the brand.
Do you have a short time? Read on for key takeaways from this project.
| Project name | "Tame Your Work Worries" | Asana |
| Stakeholders | Matt Maynard, Head of Brand MarketingMorgan Keys Art Director Brand Creative |
| Objectives of the campaign |
The Asana team needed a marketing strategy that leveraged a category entry point, and increased the availability of the brand's message.
"Tame Your Work Worries" is a short video designed to encourage buyers in the future to associate Asana as a way to control work. The idea behind the campaign was to frame this concept as taming fears of Sunday Scaries with representations of anxiety at work as tiny CG monsters that cause havoc throughout work, at home or public spaces. |
| Goals |
• Increase brand recognition and mental availability
* Assist Asana with the category's key entry the entry point * Execute a complex video marketing campaign that was affluent and likable |
| Resources |
Asana made sure to keep their creative team small and leaned to working closely with a Los Angeles marketing agency, Omelet for the development and execute the video's concept.
The mixed creative team also worked closely with a Toronto-based production company called Skin and Bones to create real-world visual effects as well as the French Visual Effects Studio Mathematic, to render 3-D models and help bring the CG monsters to life. Asana utilized their own project management software in conjunction with other integrations, to keep the project transparent, organized, and efficient. |
| Principal to takeaways |
* Mental availability is key
* Be prepared to take calculated risks with your creativity. * Ensure clarity and efficiency collaboration |