An industry-leading technology company had a unique, specific and somewhat provocative point of view (POV) that it wanted its customers and potential customers to understand because it articulated the company’s value proposition. The organization also wanted members of the executive team to be the face of its POV, and to be seen as thought leaders in the industry to build trust and engagement with partners, customers, prospects and the media.
We developed video blog campaigns around timely topics that were generating a lot of buzz in the industry, on social media, and in the trade and general business media. We shot video of different executives discussing the topics at hand in a journalistic interview style. The video subjects didn’t have to memorize a script or even read from a teleprompter; instead they had a casual conversation with a brand journalist, who was off-camera, about topics that they were experts in and were passionate about. We then edited the videos into 90-second segments that articulated the company’s POV without delivering a strong sales pitch. Using the transcript of the video, we also developed blog posts to accompany each video that went into more depth than the video and that were written in a highly engaging numbered tips format.
The executives portrayed in this video blog campaign had their personal thought leadership profiles elevated within the company and externally in the industry at large. The company also had a strong POV in the industry discussion about the topics at hand and were able to disseminate their ideas in a highly engaging format.
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