From concept to consumer: a video first marketing campaign
There are times when clients approach us before their product or service is even launched. This was the case with ChopChop who were referred to Humanoid to create their promotional video.
ChopChop is a strategic board game focused on mathematics and memory. It is a fun and fast-paced game to pick up and understand. A marketing campaign had to easily explain how to play to persuade consumers to buy.
Humanoid recommended a video first marketing strategy, where video was the primary medium used to convey information to the target audience. Our research revealed that written instructions in competitor products were difficult to understand. By adopting a video first approach, we were able to transform the written content into a dynamic live-action demonstration that simplified the rules of play.
A multi-agency approach
ChopChop approached us during their concept development phase prior to other areas of the business being developed. Humanoid were able to help with discussions on the video-first marketing strategy as well as other communication areas. For example, the product still needed a visual representation of the brand creating alongside the translation of instruction and website copy.
We introduced ChopChop to one of our trusted agency partners, BrandJam, as well as Paul Martin of www.twonamesphotography.com and putting a casting call out for voiceover artists. Combining timings with both agencies was crucial to keep to the final deadline.
As the lead agency, it enabled us to create a master-brief based on the directions from ChopChop to share with all partners. This included our initial thoughts on creative execution from a video perspective to ensure the development of a cohesive brand and photo library.
Videos through the sales funnel
Humanoid created an over-arching timeline and were able to begin pre-production while BrandJam were developing the brand. Competitor research was key to success for this project. We took time to analyse where video was used for other card games. Looking at how and when content was delivered across social channels, especially YouTube, was important when developing the strategy.
Identifying the most beneficial video types and their role across the customer journey was essential. From this, we were able to produce a detailed shot list that would capture all the gameplay scenarios. These scenarios were then cross-referenced across the video types so that nothing was missed.
The video-first strategy included:
- A 30 second product hero video. Delivered at the start of the customer journey to raise awareness and start engagement with ChopChop.
- An explainer video. A longer-form up to five minutes in length video focused on engaging and informing a customer.
- Full game playthrough. A natural run-through of the game from start to finish focused on creating desire for the customer.
- Call to action. A video to convert customers to purchasing.
Explore the links below to watch the videos we developed as part of the video-first strategy.
Putting it all together: an asset day
We filmed in one asset day to shoot all the gameplay. Our focus for an asset day is to work through a script or in this case a shot list to capture all the footage – and extra – that we need.
During our pre-production phase, we scouted a range of locations. The right space was important to create a homely atmosphere while maintaining a high production value. We filmed in a large open plan living room, which gave us the space for all our equipment including additional lighting. The setup included two Aputure LS 600x Pros and an Aputure 150 Degree Light Dome. The extra lighting helped us create a natural at-home feel.
On set, we used a handheld gimbal that gave us the flexibility to capture movement. While mounting our camera on a jib gave us a top down shot to film the game in play. We filmed everything at high speed. This allowed us to control the edit to speed things up or slow things down to match the voiceover and key moments of play.
To maximise the day, we combined the filming with still photography. Our aim is always to make the best use of time for our clients while retaining maximum quality. We organised the day to ensure that still shots and motion shots could be taken at the same time.
While filming, we had our plan for post-production in mind: visual effects. Planning the post-production before filming enabled us to frame shots that would have the space for in-scene graphics. We used animated overlays to visualise key points such as arrows or highlights. Glow effects on the playing cards brought the brand to life. Each family member also spoke an animated ‘Chop Chop’.
The benefits of video first approach
A video first approach has given ChopChop a range of videos for use across the customer journey. This includes the call to action video sitting on the Amazon product page. The videos can be used organically, but also with paid spend to target the chosen customer demographics.
From a video perspective, the films are clean, energetic and engaging. This matches the visual feel of the brand which is full of personality. For ChopChop it has led to a successful global product launch with the game available to buy via online shops and their website: https://chopchopcardgame.com/
