Asana Talks Creative Risks For Its Video Campaigns
Asana's Director of Marketing and Brand Marketing, Matt Maynard, affirms that relatable feelings are an entry point into a category for their brand, where their Work Management platform will do the heavy lifting. "There are certain scenarios or moments you want your brand to have a connection with."
But the key element in this video campaign was to help future buyers to see Asana as the answer and not as the cause of their work worries. This meant taking some innovative chances in their way of presenting the Asana brand.
"We provide a management of work platform. Work is not the enemy for Us... therefore it was really important to us from the beginning to think about the way these small worries about work can be addressed," clarifies Morgan Keys as Asana's Art Director. the creative team behind the brand.
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| Name of the project | "Tame Your Work Worries" | Asana |
| Stakeholders | Matt Maynard, Head of Brand MarketingMorgan Keys Art Director Brand Creative |
| Goals of the campaign |
The Asana team needed a marketing strategy that leveraged a category entry point as well as increased the availability of the brand's message.
"Tame Your Work Worries" was a campaign on video that was designed to help future buyers associate Asana as a way to control the work environment. This campaign would present the concept as taming the Sunday Scaries with representations of stress as tiny CG monsters creating havoc throughout work, at home or public spaces. |
| Goals |
• Increase brand recognition and mental availability
* Associate Asana with the category's key entry the entry point • Create a complicated video campaign that was relevant and relatable |
| Resources |
Asana made sure to keep their creative team small and leaned to working closely with Omelet, a Los Angeles marketing agency, Omelet in order to develop and implement the idea.
The team of creatives collaborated closely with a Toronto-based film production firm called Skin and Bones to create realistic visual effects, as well as a French Visual Effects Studio Mathematic, to render 3-D models, and assist in bringing the CG creatures to life. Asana utilized their own project management software, alongside integrations, to keep the project transparent well-organized, efficient, and effective. |
| Principal takeaways |
* Mental availability is key
* Make sure you are taking calculated risk with creativity * Ensure clarity and efficiency collaboration |