Asana Discusses the Creative Risks For Its Video Campaigns
Asana's Director of Brand Marketing, Matt Maynard, says that relatable feeling is an entry point into a category for their brand, where their work management platform can perform the bulk lifting. "There are specific situations or moments you want your brand to be associated with."
The key point in this video campaign was to make future purchasers associate Asana as a solution, not as the cause of their problems at work. This meant taking some innovative risks in how they presented the Asana company.
"We operate as a workplace management platform. Work is not the enemy for us... so it was crucial for us to start early and ensure that we thought about how these little work worries could be solved," clarifies Morgan Keys the Asana's Art Director. the creative team of the brand.
Are you short on time? Find out the key lessons from this project.
| 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 enhanced the brand's perceived availability.
"Tame Your Work Worries" was a video campaign intended to encourage buyers in the future to identify Asana with control of your work. The idea behind the campaign was to frame this idea as the taming of fears of Sunday Scaries with representations of anxiety at work as tiny CG monsters creating havoc in various home, work or public spaces. |
| Goals |
* Increase brand recognition and mental availability
* Assist Asana with the category's key entry place • Create a complicated video campaign that was relevant and relatable |
| Resources |
Asana made sure to keep their creative team to a minimum and lean towards collaborating with a Los Angeles marketing agency, Omelet, to flesh out and develop the concept.
The team of creatives collaborated closely with a Toronto-based film production firm called Skin and Bones to create practical visual effects and the French video effects company Mathematic, to render 3-D models as well as help bring CG monsters to life. Asana utilized their own management system for projects, alongside integrations, in order to make the project clear well-organized, efficient, and effective. |
| Key lessons |
* Mental availability is crucial.
* Make sure you are taking calculated risk with creativity * Create clarity for efficient collaboration |