Asana Talks Creative Risks In Its Video Marketing Campaigns
Asana's Head of Marketing and Brand Marketing, Matt Maynard, affirms that relatable feelings are a category entry point for their brand. This is where their Work Management platform will perform the bulk lifting. "There are certain situations or events you'd like your company to be associated with."
The key point in this video campaign was helping future customers associate Asana as the solution and not as the cause of their problems at work. This meant taking some innovative risk in the way they presented the Asana company.
"We provide a management of work platform. Work is not a problem for our company... that's why it was crucial to us from the beginning 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.
Short on time? Find out the key lessons of this research.
| 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 was looking for a strategy that leveraged a category entry point as well as improved the brand's mental availability.
"Tame Your Work Worries" is a short video designed to help future buyers connect Asana with control of work. This campaign would present the idea as the taming of fears of Sunday Scaries with representations of work anxiety as small CG creatures that create chaos throughout work, at home or public spaces. |
| Goals |
• Increase brand recognition and mental availability
* Assist Asana with a key category entry place Create a sophisticated video that was relatable and relatable |
| Resources |
Asana retained their in-house creative team to a minimum and lean into collaborating closely with Omelet, a Los Angeles marketing agency, Omelet in order to develop and implement the idea.
The team of creatives was in close contact with a Toronto-based film production company called Skin and Bones to create practical visual effects and the French video effects company called Mathematic, to render 3-D models as well as help bring CG monsters to life. Asana utilized their own software for managing projects along with integrations in order to make the project clear well-organized, efficient, and effective. |
| Principal lessons |
* Mental availability is key
* Be prepared to take calculated risks with your creativity. * Provide clarity to facilitate efficient collaboration |