Asana Talks Creative Risks For Its Video Campaigns
Asana's Head of Marketing and Brand Marketing, Matt Maynard, says that relatable feeling is an entry point into a category for their brand. This is where the platform for managing work can do the heavy lifting. "There are certain scenarios or events you'd like your company to have a connection with."
But the key element in the video was helping future customers to see Asana as a solution, not their source of workplace worries. That meant taking some creative chances in their way of presenting the Asana brand.
"We provide a management of work platform. The workplace isn't a threat to us... that's why it was really important for us early on to think about what these tiny work concerns would work," clarifies Morgan Keys the Asana's Art Director. the brand creative team.
Short on time? Find out the key lessons from this study.
| Name of the project | "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 which leveraged the category's entry point and increased the availability of the brand's message.
"Tame Your Work Worries" is a short video designed to make it easier for future buyers to connect Asana with having control over your work. The campaign would frame this idea as the taming of the Sunday Scaries with representations of work anxiety as small CG monsters creating havoc in various home, work as well as public settings. |
| Goals |
• Increase brand recognition and availability to the public
* Associate Asana with a key category entry place * Execute a complex video marketing campaign that was affluent and likable |
| Resources |
Asana kept their internal creative team to a minimum and lean to working closely with a Los Angeles marketing agency, Omelet, to flesh out and execute the video's concept.
The mixed creative team also collaborated closely with a Toronto-based production company named Skin and Bones in order to develop real-world visual effects as well as an French visual effects studio, Mathematic which renders 3-D models, and assist in bringing the CG monsters to life. Asana utilized their own management system for projects, alongside integrations, in order to make the project clear efficiently, organised, and organized. |
| Principal lessons |
* Mental availability is crucial.
* Make sure you are taking calculated risk with creativity * Create clarity for efficient collaboration |