Video has become the prominent marketing tool in today’s addictive digital landscape. From caffeinated beverages to augmented reality, brands use video to inspire audiences through visual storytelling. As media has evolved over the past three decades, brands can no longer simply post a video online in hopes that its audience shares it. Ultimately, videos must be engaging for viewers to take action.
By learning from well-known brands epic marketing failures, we have diagnosed three main reasons why brands fail to achieve marketing success. This is your chance to learn from mistakes—without making them yourself. Through understanding these common marketing pitfalls, we have identified core principles that will ensure your video marketing efforts reach your target audience, resonate with your followers on a visceral level, and create maximum impact for your brand.
In this webinar, you will learn:
- The three common pitfalls of marketing products and services.
- Core principles to ensure that you avoid falling into these prevalent traps.
- How these principles can be applied to creating engaging video content.
Please tell us a little about yourself to view the full webinar.
JEREMY: Hello everyone and welcome to the Building Blocks of Engaging Video Content. This is a Myriad Media webinar. My name is Jeremy Wingle and I’m the director of business development here at Myriad.
Joining me on today’s webinar is Jed Gant, one of our media strategists.
JED: What’s up guys?
JEREMY: That’s us there on your screen, although we’ve both had haircuts since those photos were taken, so try to picture us with slightly shorter hair.
Today we’re going to talk for about 45 min or so, and then we may have some time for discussion at the end. If you have any questions along the way, please feel free to send them to us in the questions tab.
Alright, away we go. Here’s the agenda. We’re gonna go through epic marketing fails, common pitfalls to watch out for when creating marketing content, guiding principles for avoiding those pitfalls, and principles that apply to specifically creating video content. So without further ado, I’ll hand it over to Jed to start us off.
JED: Thank Jeremy. We’re gonna start by starting at the bottom of what Jeremy talked about, this building blocks. And we’re gonna look at some of the reasons why brands fail and so as you can see on the screen, we’ve got this sad little penguin. And we believe that by starting with some of these marketing fails, we can identify some of these main pitfalls that occur when you’re trying to reach your audience.
The first is, in the late 2000s the internet was awash with new ways to communicate from email, which had been around for many years, to blogs and social media networking. People were starting to send a lot of links to videos, music, and information like Wiki’s. And they were sending that information through email and social media.
All the time these communication tools were starting to overlap. So Google had this idea, and in May of 2009, Google introduced a tool called Google Wave and it was a web-based communication platform. And it looked like this.
Its goal was to merge email, social media networking, IM (Instant Messaging and chat), and Wiki, some information as well. And it was rolled out publicly in 2009 and a year later Google halted development of the product.
So why did Google fail? Excuse me, why did Google Wave fail? When something like Slack has today become a $5 million company.
For Google Wave, the learning curve was very steep at the time. Email to a lot of people was very simple and Wave was a much more complicated system. Other platforms of chat already existed and users weren’t really ready to handle email, instant messaging, social media networks all at the same time in one overlapping platform.
Social media was still new at the time and Twitter was barely two years old at the time. So this level of intense online communication was still in its juvenile phase. And so what happened, there was a bad marketing strategy and Google didn’t properly assess it’s audience, so they gave their users too much too soon.
I was able to find this great image of people using Wave and talking about Wave, own Wave, and discussing how bad and how big of a useless piece of crap it was. But I for one was a big fan of Wave. I was in that first, no pun intended, a wave of people who used it. And I did mourn it’s lost, although I was just communicating with just a few friends about minimal things and just trying to figure out the platform myself.
But now here at Myriad we use Slack and it’s a great product. So you know, I think Google has recently started reconfiguring its chat platform, but what they decided now is to build off of a platform they have versus throw a lot of things into the fire all at once.
And so from technology to something else that we all love. Mornings. Mornings are really tough and researchers know that as well. So in 1989 coffee drinking was down, so researchers had this great idea to make mornings perkier by developing a morning focus soda that had extra caffeine in it.
They called it Pepsi AM, and it had 25% more caffeine per ounce than the normal Pepsi, but it has 75% less than coffee. It only lasted on the market for a year and was discontinued in 1990. So again, why did a drink that promotes getting a better start in the morning fail when we now have an abundance of highly caffeinated options on the market from coffee to energy drinks?
In 1989 people were very unaware of extra-caffeinated beverages, Red Bull, Monster didn’t exist yet. It wasn’t a market. It was a decent idea by Pepsi, but poor market research and inability to find an audience just made it fail. And essentially it was ahead of its time. It did fail, but over the years the energy drink market and extra caffeinated drinks have caught up.
And finally, sodas as a product have never really succeeded by adding additional ingredients like caffeine, so people don’t drink it for the amount of caffeine that’s in it, they drink it for the flavor. A lot of people couldn’t tell you which sodas have more caffeine than others, and as you can see on the screen, the four sodas you see, two of which on the outskirts have caffeine. But the two in the middle do not.
People don’t drink it. They drink it for the flavor. They drink it for the taste. And so extra caffeine in sodas, not a great idea at the time.
The same year that Pepsi was trying to amp us up on this extra caffeine we were also given high hopes that hoverboards become the future of transportation. We all wanted to be a lot like Marty McFly here.
Instead, over a decade later we were given the Segway in 2001. It was described as the future of personal transport, but today it’s become more just a novelty based product. And so why did it fail? It failed because it was a product and not a solution. What do you do with this thing? Where can you charge it? Does it get its own lane? Can you ride on the sidewalk? And there was no clear need or target market at the time, so it was ahead of its time and it was very expensive.
Segway also had a very terrible launch, meaning that after it was patented, they kept the patent under wraps and then they launched it on the public and again, it was very expensive. And so it became something that people didn’t understand and were kinda thrown into this product that was way too expensive for them to afford at the time.
It’s still around and it wasn’t a complete failure, it’s yet to reach a mass market. You see these quirky, hilarious photos of people on Segways. This kind of high tech, quote-unquote “high tech” machine in these historical contexts, which I think is a very funny dichotomy.
As for hoverboards, we still haven’t reached that intended result either. So both of these are in the end, product fails for both companies and so, sorry about that Marty McFly.
A few other notable failures include that kind of crazy time when Apple decided to give everyone who owned an iPhone or an iPod a new YouTube album. A new U2 album, not a YouTube album. A U2 album.
And they automatically plopped it into everyone’s library giving them this notice that it was already in your library waiting for you to download. Well, that infuriated a lot of people and they were running to the web to kinda figure out how to delete it from their phones. And we love this great Tweet, which you can see on the screen by LawBlob. He said, “I’m gonna break into Bono’s house and put my mixed tape on his iPod.”
Clearly, people were upset by this distribution strategy and it failed by forcing a product on people that didn’t want. And we gave this presentation recently at hi5 and we surveyed people who could name a song on Songs of Innocence, by U2. And only one person in the audience raised his hand to say that he could name a song.
In the end, this product was a failure ’cause otherwise, everyone would know this album if it had done everything that the marketing strategy had want it to do.
In the 70s Gerber tried this crazy idea, which was to branch out and market to college students with singles by Gerber and it was meals in a jar. So you can see there’s Mediterranean vegetable and Beef Burgundy and Blueberry Delight. Well that did not go over well with college students, ’cause for them to get down with infant food is kinda a strange concept.
And recently SnapChat introduced the swanky spectacles and they cost about $130 a pop, and they were glasses that could capture every moment of your life and upload the video to the app. They rolled those out with these fun vending machines and the vending machines were only available in a few spots across the world.
Despite the fact that the vending machines did have lines down the block to buy the glasses, only .08% of the Snap Chat’s users bought the glasses. You know a large percentage use … and not only did the small percentage buy them, but a large percentage stopped using the glasses after a week. And to this day there are several hundred thousands of pairs sitting in a warehouse quickly becoming obsolete.
Snap was able to create huge hype for these spectacles, but they waited five months to openly sell them and in the end, their distribution plan was doomed from the beginning. If you remember, Google Glass had similar rollout issues and it’s still yet to become a mass market wearable as well.
But, breaking news, just this morning Snap Chat announced that version two of their spectacles, which they say are much better and will include photos, not video, are launching now and you can buy them online. This is not an endorsement to buy this product. We are not sponsored by Snap Chat, but it’s just funny that this just happened today.
The great thing about this is that Snap Chat is learning from this failure. They’re releasing these new glasses that doesn’t have this yellow ring alerting people and there’s a camera, there’s faster syncing. There’s the fact that you can take it under water. There’s a slimmer frame. And despite the fact that they only sold 220 000 of version one, their finding new interesting ways to create a product that everyone wants to buy.
And one thing that I found very interesting when reading through the press release this morning, was the fact that they’re $20 more than the old version and they’re only available on Snap’s app and site, but there’s no Amazon pop-up stores or vending Snap Bots. Now they’re learning from that distribution strategy and taking it right to the users and not making this quirky situation. They’re trying to make up for the marketing failure by addressing key pain points.
And so the last failure we’ll talk about, we’re gonna go back to the 70s again when Gerber was trying to put out some baby food for college students. Atari also changed the world by introducing personal gaming to the homes of millions of consumers.
So to this day, Atari and many of Atari’s games are considered some of the most important video games of all time. You’ve got Centipede on the screen, you’ve got Pac Man, Frogger, PitFall. You have this crazy game called GORF, which I found out recently stands for Galactic Orbiting Robot Force.
But there’s one game that didn’t quite hit the mark of Pit Fall and it’s not GORF, it is actually ET. So five years after the release of Atari system, Atari had this great idea to put out a game that would coincide with the release of the ET film. And the film was released in the same year and the game had a marketing strategy built in, and they sold over a million and a half units. But because of the quick turnaround to release the game, which was only five and a half weeks, they didn’t have enough time to really create a great product and it was critically panned.
It was described as having very primitive graphics, dull gameplay and a very disappointing story, which you can see on the screen it was not a very beautiful game. Despite the fact that they did sell over a million and a half units, over three million units went unsold. Many of those were sent back to the company and there were also rumored to be buried in an Alamogordo, New Mexico landfill. If you want to learn more about that, there’s this great documentary on Netflix and it talks all about the history of the game and this burial at the Alamogordo, New Mexico landfill.
That’s a little bit about these epic failures and I’m gonna turn it over to Jeremy to build off of top of those and give you some more aspects of the building blocks.
JEREMY: Okay, Jed mentioned that Pitfall was one of the more popular games that Atari put out, so you see this image here from that game, well not all Pitfalls are good. These examples that Jed went over of flops, they fit into a few different categories and some of them fall into multiple categories. And so we’re gonna walk through those.
We’ve noticed that there are some common pitfalls that can occur when people begin creating marketing content.
Pitfall #1 Content Missing Strategy
The first pitfall is content missing strategy, so this is when you lack a deep understanding or lack agreement amongst your internal team of your business objectives, target audience, and marketing goals.
We all get excited about creating content and it can be really tempting to jump right into tactics and creative ideas and skip this phase of developing a strategic direction. And we found that this leads to creative and product development built hastily on assumptions.
Like the Segway example from earlier, they didn’t take the time to clearly identify an audience or practicable use cases and it came off as a hard sell, was perceived as dorky and ended up being turned into a novelty tourist trap.
Pitfall #2 Strategy Missing Content
Pitfall number two is strategy missing content. This is when you underestimate the need for great creative. All of the understanding in the world will do you no good unless you apply it and let it guide creative development, production and distribution of your content. Like in the case of the ET Atari game, they didn’t have enough time to create something that was truly engaging.
Pitfall #3 Missing the Target Audience
Pitfall number three is missing the target audience. This is when you neglect to use the appropriate channels and methods to distribute your message. A distribution strategy fail. Like in the case of Snap Chat, they didn’t have a solid distribution strategy and now there’s a warehouse somewhere in New Jersey full of sunglasses that Snap. And as Jed mentioned, less than 1% of their users ended up using the Snap Spectacles.
We’re forming the base of a pyramid here with our pitfalls. Content missing strategy, strategy missing content and missing the target audience. Now we’re going to look at a few guiding principles to share that will help you avoid these pitfalls.
As we continue on to ways that we can avoid the common pitfalls, we’re aiming to identify the inner section of your creative, audience, and business objectives. Who is your audience and what are they searching for? What are your business objectives? How are you communicating your message in a creative way? That’s the sweet spot where you find the balance needed to achieve your brand marketing goals.
Principle #1 Seek Understanding
The first principle to avoid the pitfalls is, seek understanding. This begins with the deep understanding of the audience that you’re trying to reach, and it’s key to forming a strategy for communicating with them. We need to understand the people behind the buying decisions, even if you’re in a B to B environment, you’re not marketing to a corporation, you’re marketing to a person who is making that buying decision or who will potentially be using your service on a daily basis.
You need to connect your product or service to their daily life. What will motivate them to engage with your brand? We all buy products and services for a variety of reasons, commonly it’s to make or save us money. To make life more convenient. Or, because the product or service is somehow enjoyable to use or enhances our daily life or work experience.
So if you ensure that this discovery and understanding happens before making any creative choices, your tactics will be rooted in a firmly substantiated vision.
Let’s look a little bit closer at one area where you can seek understanding. When do people search? According to a recent Google study, there are specific micro-moments when people search. And they are, I wanna buy moments, I wanna watch what I’m into moments – so this is when you’re at home surfing through your Netflix queue. I wanna know moments. And I wanna do moments. If you can integrate these into your strategy, you can be there when your audience is looking for you.
Let’s look at some specific tools you can use to gain understanding. Interviews. This can be interviews with product experts or internal stakeholders and most valuable target audience interviews. Getting in front of the people who would potentially buy or use your product and learning more about them. What makes them tick?
Focus groups and digital surveys. This might be gathering people in person for a traditional focus group or using digital tools and surveys to gain a wider sample size of the information of how the market place is engaging with and seeing your offering.
Data. Many of the companies that we work with are tech companies and so I just encourage you, don’t let your marketing efforts be a case of cobbler’s children being shoeless. Use the data that you have at your fingertips. Whether that’s cognitive data like Watson for advertising or other artificial intelligence driven platforms. Integrating the data that you learn from your software systems to tell relevant stories is one of the gifts of living in this information and data age. Collect as much data and understanding as you can. Use those analytics to see what’s working with your content and let it inform how you move forward. This will keep your content relevant and valuable for your target audience.
Principle #2 Give Form to Vision
The next principle is give form to vision. We’ve gained insights through research and discovery and this will help you connect your audience on a visceral level. Creating emotional bonds through classic storytelling methods certainly isn’t a new concept, but let’s look at some of the reasons why it works.
Why do people love stories? Why are they so effective for marketing success? Forbes recently studies brand storytelling and identified four main reason why stories connect. First, because they’re honest and they help you build trust with your audience. They’re relatable, the audience can imagine themselves in the shoes of your characters. They follow an innate and ingrained structure or arc. And they surprise and delight your audience so that you’re creating content that’s engaging and entertaining to them.
Let’s look at some specific tools for giving form to vision. Again, stories, they move people and they’re effective because they follow a time tested arc. We often look to the greats like Robert McKee or Joseph Campbell’s Hero’s Journey for inspiration on story structure and form.
Design thinking. Understanding the situation and the people involved, exploring that understanding through brainstorming and ideation. And one of our favorite parts, generating a range of crazy ideas. You want to generate lots of ideas, pull the best ideas to the top of the heap to begin prototyping, rinse and repeat. Rinse and repeat.
Some of the ways that we prototype for video work is with story boarding or key frame illustrations where we begin to sketch out the images and what the scene might look like before we start investing resources in production.
Mood boards. To get an idea of the look and feel of a piece as it’s being developed. And finally, visual treatments to start to build out the imagery with key frames and production descriptions.
Principle #3 Amplify Your Story
The final principle for avoiding the pitfalls is, amplify your story. Spreading your message begins with some members of your target audience, but amplifying your message it’s key to open a dialogue. So your followers will share with their followers and on and on.
The New York Times recently did a study on the psychology of sharing and they highlighted a few of the main reasons that people share content online. They share to entertain and to inspire by sharing with people that they care about. To nurture relationships or build community. To express themselves and form their idealized online persona. And to spread the word about causes and brands that they believe in.
Again if you keep these things in mind as you begin developing and creating content, you can be there in the right moments and in the right way to connect with your target audience.
Let’s look at some specific tools for amplifying your story. Owned, paid, earned. This is a classic trio. You wanna be sure to utilize all of your owned websites and social channels. Use paid media bias to be sure that relevant people are seeing your message and giving it a bit of a boost and then hopefully your story will begin to take on a life of its own having others share it and republish it.
A/B testing. Create multiple versions or placements of your content. Change up headlines, thumbnails. Iterate and focus on the version that is gaining the most traction.
And then finally, just asking the simple question, will it share? You wanna create content that taps into the reasons that we just went over so that you can form connections that make your content shareable.
You want to put your content out there, share it with your followers who will hopefully share it with their followers and their followers and on and on and you start to see how it can very quickly with just one share, start to grow exponentially.
This is the example of what it would be like. You want to make your messages naturally shareable so that your target audience will help spread your message, or as Seth Godin calls it, your idea virus.
Okay, so building out the pyramid here, checking in, we’ve got the pitfalls laying the groundwork and then we’re going to layer on the principles for overcoming those pitfalls, so seek understanding, give form to vision, and amplify your story. And now I’ll hand it back over to Jed and he’s going to tell us how to apply these specifically to video.
JED: Hey guys, I’m back. This fun, it’s like ping pong. Back and forth.
JEREMY: You’re up.
JED: My turn. Alright. As you guys know, we are a video agency and we’ve built this foundation of principles that we believe are very helpful in overcoming marketing pitfalls, but we’re also here talk about video.
Video is our medium of choice for storytelling and so how do we take the principles that Jeremy mentioned while producing engaging video brands and build on those? We’re gonna discuss a few videos that we’ve created that we think will accomplish this objective. And after today webinar, what we’re gonna do is we’re gonna send out an email with the links to all the videos for you guys to dig through on your own time. Because we’re gonna walk through some visuals and talk about the meaning behind them and where they came from and why they add to this building blocks. We won’t show the videos today, but you’ll get a link to view those on your own time.
Create Relateable Stories
The first concept we’ll talk about is this idea of creating relatable stories. And we tell relatable human stories here at Myriad. When working with many of our clients we believe there’s a more human way to tell the stories of products, especially tech products. And our goal is to make tech, in this case, more relatable through empathy, emotion, comedy and other forms of human-esque stories.
For the first example, we work with our longtime friends at IBM to create a special film about their evolving Watson technology. Artificial intelligence is an exponentially growing tech market that few people truly understand. And it’s a little scary to them.
The idea behind this Watson project was to take what was considered a very unfriendly artificial intelligence like Watson and explained it in layman’s terms to humanize it. Many people only know Watson from Jeopardy, so the goal of this video was to highlight how everyday people are going to achieve bigger and better things through the use of artificial intelligence technology.
From education to healthcare to the financial world, Watson is providing technology that may be tough to understand but the results are tangible. Our goal was here to take each one of these sectors and make it more humanizing and hear from the people of how Watson is helping their industry.
This project was screened for the guest at the two day World of Watson in Brooklyn and it provided a special introduction to the Watson conference. People were able to see how Watson was helping. Again, these relatable stories and how Watson was helping different people across different specters.
From relatable stories that are about an artificial intelligence to another one that’s tough to grasp, but is of highly prevalent technology in the world today which is the internet of things.
We partnered with IBM to create a short video to support Bluemix and the internet of things. This video was meant to coincide with the highly anticipated release of Star Wars The Force Awakens. And it highlighted IBM’s cloud ability to help developers quickly build applications that power smart objects.
Our goal here was to create an emotional connection with IBM’s audience and tell a fun interesting story. We have this developer and he is creating a technology where he can control the BB8 robot with his brain. You have these kind of … in the top left corner, you have these more techy view that a lot of consumers are not gonna understand. And so the video itself goes through his, the developers, language and how he develops it and then shows through visual language how you can develop a robot that can respond to your mind and the things that you’re thinking.
The video was a big hit online and with the IBM audiences, it was shown at a Interconnect audience in Vegas and now is being used as a media training tool throughout IBM, which is a great thing to think about, which is, you create a video, it tells this story and then you use it as a training tool. Internally or externally.
Externally it was also shown on Courts and seen at and a few other business insider major news outlets. This story of how IBM is changing the world of technology spread online and spread inside the company as well. So, a little bit of a story can go a long way.
The first was this idea of following relatable stories and another one of our core values here at Myriad is this idea of imagining more. This means thinking bolder and beyond the standard put in front of us. To us, good enough is not good enough. We want to think beyond the brands that we work with.
We’ve been working with the MCNA for a few years now on some smaller urban marketing projects, but have started recently, or about a year ago, started working on ideas for a brand video for them. Museum has never had a brand video and while we were doing some research we realized that museum videos were extremely boring. Most are videos that just show art on the wall with voiceovers describing how great the museum’s collection was.
The museum of art in North Carolina is so much more than art on the walls. If you haven’t been there, it’s a great place, it has a great campus. During our brainstorms, this idea of imagining more for them, we had this big poster on the wall that just says, “Art museum videos are boring.” That was our mantra. How do we make something that’s not boring for an art museum?
So we imagined more for their brand video, we thought beyond their walls and out into the park. We talk about their music performances, their sculpture gardens and more. And based off of their art, nature and people branding, we imagined more for the museum creating a larger brand framework. We titled this, “Find Yourself at MCNA.”
And so from this simple phrase, Find Yourself, we were able to integrate art, nature, and people to expand it into other aspects of the museum, like fitness, which you can run out on the park. Creativity, flavor, they have a great restaurant. Story, so telling your own story there. And there’s a handful of other aspects of this imagining more for this brand in the video.
This helps the museum continue to exhibit itself as more than just a museum with art on the walls. Much like the museum in the video itself shows the excitement and the versatility of the museum itself, the building, the grounds, the performance space and everything. But this idea that you can imagine more for a brand, you can create a video that is more exciting and more engaging and therefore more shareable.
For Stance, which is a sock company, we made a series of micro media videos that showed how Stance itself is more than just a sock company. They’re more of a lifestyle brand. And their goal is to sell more than just white socks.
We came up with all these ideas of creating bold and creating something more surprising for the brand. So again, imagining more just like Stance is for socks, we were imagining more for their marketing and it’s more than just for simply socks.
We had many ideas, but we had to choose a few and we created some micro media scenarios that compared these boring realities to interesting alternative realities. And so some of those that we … that these micro video’s kind of explore is this idea of planetary shapes. One of which is very boring, one of which is more interesting. Bananas that change from a simple banana to a dude in a banana costume. You’ve got sculpture. You’ve got a block versus David and one is much more interesting than the other. And of course socks. You have a boring white sock and you have a very interesting more colorful sock.
Again, we’ll send out these videos after the webinar. But for us, this was a way to imagine more for the type of marketing that can be done for a simple sock company through video.
Start A Dialogue
So we talked about relatable stories and imagining more. We believe videos that can be more than just visual stories, they can help start conversations with our audience. And that can be in the real world. Social media and other places.
This aspect of conversation is a big part of how we approach video. And the goal here, as Jeremy mentioned earlier, is to help amplify a brand’s story. And videos are great ways to start that dialogue and ultimately create more engaging content for your brand.
So we worked with Dix Park recently, part of the city of Raleigh, they are creating one of the biggest public works projects ever in North Carolina and they’re right in the beginning of the planning process. We’ve been working with them to spread their message to as many people as possible in the city and throughout the state, and hopefully nationally along the way during this planning process.
One of the initial pitches we gave to them was to find a way to make people want to visit the park, maybe a part they’ve never visited. What better way to make something more visitable and make something more incredible credible than adding a unicorn. And so we thought this was a fun way to create a buzz-worthy piece of content for the park that would get people talking about what is possible for the future of the park.
So these are real unicorns in a park. And so we made a virtual reality video for them where visitors of Sparkcon, which is one of Raleigh’s largest outdoor street festivals could transport themselves into the park. Although it’s only a few miles away, a lot of people haven’t been there.
The goal here was to have the ability to pet a unicorn in real life, although not really in real life. The booth had several thousand visitors experience this unicorn petting experience in the two days of the festival. And the park currently uses this VR video as well as another one we created for them, at their planning meetings. And this allows them to give residents a glimpse into the park and add a layer of color and colored rainbow flavored fun into the planning process.
From there we’ve worked on two other videos for the park to continue to create this conversation and start dialogue for both the planning process and possible future for the park for a fun and perky video spot that, basically the goal here was to expand on their park for everyone. Build by everyone campaign to a more cinematic and dreamy hype video that imagines more for the park’s future from the eyes of the next generation that will see it come alive through the planning process.
Each one of these videos were made to help Dix Park find ways to start new dialogue with the city of Raleigh residents and many of the stakeholders and designers in the city that are able to come to these meetings and help dream up a more beautiful future for Raleigh’s central park.
And finally, we’re gonna talk a little bit about a pet project here at Myriad. In March of 2016 HB2 was a law that was signed by former North Carolina Governor Pat McCrory. And this law banned transgendered persons from using the bathroom of their choice in North Carolina.
This hit home very deeply at Myriad, our financial administrator is an out trans man who is affected directly. And therefore, we decided we needed to find ways to fight against this discriminatory bill. Out of that sprang Tea Time with Alex, which was a 10 episode web series. And the focus here was on creating dialogue and educating people in a very sassy yet classy way on transgender issues.
Our goal was to create dialogue and education and we believe it succeeded immensely on that. Each episode focused on a serious topic and crowdsource questions like you can see on the screen. Like gender identity, sexual orientation, gender pronouns. And a very classy way, but also there was a very silly and sassy delivery which matches Alex’s personality perfectly. So the episodes themselves were very … they were informative as much as they were entertaining.
Afterwards, after this web series was launched, Alex was invited to talk at Raleigh’s monthly Creative Morning’s event and he spoke to several hundred attendees there. What was great about this event he was able to start conversations about gender identity when transgender has become a hot political topic in North Carolina. As you can see the top left, Alex is giving this presentation and then afterwards again, these videos and this web series were able to create this conversation with people on the ground.
As well, Alex and Alise, Alise Campbell who’s the project producer, they were invited to IFP Spotlight on Documentaries in New York City, which you can see the flyer for in the bottom right-hand corner. As well as, they spoke at Good Pitch which is a southern documentary studies event in Durham, in the bottom left corner. And so they were able to talk about the project and pitch it to studios like Amazon, Vice and others.
To us these invitations highly exceeded our goal, which was again, to start a conversation and try to change the conversation around it. And the great thing about this is a year later in 2017 the newly elected Governor Roy Cooper rolled back many of the HB2 restrictions in North Carolina. There’s more changes to come, but we see this as a huge win and we were a part of that conversation shift.
So we’re gonna send you the links to these videos, but if you want to … if you can’t wait and you want to see Alex in action, you can jump on Facebook or YouTube and just search Tea Time with Alex and all the videos are there as well as Alex’s talk at Creative Mornings.
That’s some of the work we’ve done that we believe expands on these marketing principles and as mentioned, we’ll send the video links over in the email, but first let’s recap our building blocks we build up today.
We initially laid the foundation with the pitfalls that we should all avoid. So content missing strategy, strategy missing content and finally, missing the target audience. And we combat those with, and react to those with these core principles of marketing and those are focused on avoiding the pitfalls. By seeking understanding, giving form division and amplify your story you’re able to engage more with your audience and find ways to create videos that will be more attractive to your audience.
And then finally we showed you how we apply those principles here at Myriad by creating relatable stories, whether that’s for tech or other organizations and clients. We want to imagine more for our clients and you should for yourself. And we want to start a dialogue because with dialogue there’s no way to reach your audience and spread like we talked about earlier, idea virus.
All of this is built off of this foundation and in the end, our goal here is to create these really awesome videos. The Pinnacle is a great video. And so yeah, so hopefully what we’ve discussed resonates with you and hopefully, we’re able to avoid these epic failures and you can turn those penguin frowns, those epic failures we showed you earlier, upside down and we can create some really fun engaging content.
So please reach out to us if you have any upcoming projects or simply wanna chat more about what you’ve heard today.
Thank you. You wanna say anything Jeremy? Thank you?
JEREMY: No, thank you. Thanks for joining us. And we’ll be in touch soon to send along both the links to the videos that we mentioned in the webinar and also a link to a recording of the webinar. So feel free to share that with any friends or colleagues who may find it interesting and we’d love to hear from you soon.
JED: Thanks, guys.
JEREMY: Thank you.