New product. New video marketing campaign.
College Park Industries is an innovative prosthetic company dedicated to helping amputees restore maximum function. Over the last few years we’ve partnered with them on various projects and we were really excited when they approached us about the video marketing campaign for the new Espire Elbow. The goal was to create a series of videos over the course of the year leading up to the official product launch.
Once we got the green light we immediately jumped into full story mode. We started pre-interviews with key stakeholders at College Park and Altair to learn their unique viewpoints. Pre-interviews are usually the main form of research and help us understand business goals and challenges from different perspectives.
Each person views the project through a different lens and by gathering all the different points of view we can more clearly establish the purpose and define our intended audience. In the context of the full video marketing campaign, the intended audience for each story was different!
Out with the old. In with the new.
We learned that College Park already had an elbow, but technology hadn’t advanced for decades. So they had to make a decision. Do they update the old elbow or start new? After a lot of discussions, the engineering team decided they had to start new, but this brought a whole new set of challenges. For example, exploring demographics, product design, motor selection, and battery requirements.
Every video we create has a shared goal. We want to drive engagement. But in a video marketing campaign, there is an extra consideration. We also need to build engaging storylines that lead from one video to the next. To accomplish this we revealed a sense of uncertainty going into the next stage of product development.
There is always a little bit of uncertainty when innovating new products. As the old saying goes, “If it was easy, everyone would do it.” We use this uncertainty to pull the viewer in so they can share in the unknown. Will the elbow work as they want it to? Will the motor and battery support the user’s demands? How will beta testing go?
Stay tuned to watch the full video marketing campaign and if you want to learn more about College Park, check these out.