Asana discusses creative Risks for its video campaigns
Asana's Head of brand Marketing, Matt Maynard, states that the relatable experience is a category entry point for their brand, where their work management platform can perform the bulk lifting. "There are specific situations that you would like your brand to have a connection with."
But the key element of this campaign video was to make future purchasers associate Asana as the solution and not as the cause of their work worries. This meant taking some innovative risks in how they presented the Asana brand.
"We are a work management platform. The workplace isn't a threat for us... therefore it was vital for us early on that we thought about the way these small worries about work can be addressed," clarifies Morgan Keys the Asana's Art Director. the creative team behind the brand.
Are you short on time? Find out the key lessons from this study.
| 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" was a video campaign intended to encourage buyers in the future to associate Asana with control of work. The idea behind the campaign was to frame this idea as an attempt to tame the Sunday Scaries with representations of stress as tiny CG monsters that cause havoc throughout work, at home, and public situations. |
| Goals |
Brand recognition will increase and availability to the public
* Associate Asana with the key category entry point * Execute a complex video marketing campaign that was affluent and likable |
| Resources |
Asana retained their in-house creative team to a minimum and lean to working closely with a Los Angeles marketing agency, Omelet in order to develop and implement the idea.
The creative team collaborated closely with a Toronto-based production firm called Skin and Bones to create practical visual effects and an French Visual Effects Studio Mathematic which renders 3-D models, and assist in bringing the CG monsters to life. Asana additionally utilized their own management system for projects, alongside integrations, to ensure that the project is transparent efficiently, organised, and organized. |
| Principal lessons |
* Mental availability is crucial.
* Make sure you are taking calculated risk with creativity * Ensure clarity and efficiency collaboration |