Silicon Valley startup Happy Returns has a unique service that benefits three connected audiences, each with a different set of paint points:
- Shoppers – who want easy, convenient returns
- Retailers – who want a stress-free returns process for their products, and
- Location Hosts – who would benefit from the added foot traffic
Trying to cover each feature and benefit in a single video initially seems the most efficient thing to do. But it ends up being the least effective way to communicate. Even though we would be talking about the same service, the features that would interest one audience is irrelevant to another. So, for example, the shoppers aren’t impressed by the streamlined logistics on the back end, likewise, the easy-to-use UI isn’t as important to the location hosts as it would be for the retailers. So instead of trying to create a single video that covered all these benefits, we created three videos that were specifically targeted to each audience.
To maintain brand consistency, the three targeted videos all shared common elements, but diverged whenever they needed to make their unique value proposition. The common story among all three dealt with a discerning shopper whose online shopping wasn’t quite living up to its promise. The shopper-centric video highlighted how Happy Returns made the returns process easier for her. The retailer-focussed video showed how making the shopper’s returns process easier improves their bottom line. And the locations-targeted video highlighted how they could beneift from participating in this streamlined returns process.
Check out the videos below:
Start with a clear creative brief. This is where we make sure we’re clear on colors, style, the story we’re trying to tell and who we’re trying to engage.
Once the creative brief is signed off on, and we have a workable script, we move to style frames. This is where we take all the directions from the creative brief and begin to visualize a few frames from the script. In this case we started with a really simplified character design and infused the brand’s yellow throughout the video.
This was a bit too minimal for the client, in particular the main character who they wanted to more resemble their partners’ target audience more. So we added more details, giving her more personality and simplified the color scheme such that the brand’s yellow was introduced later on in the video.
We were almost there. There was still some concern about the main character so we explored some different options, playing with the hairstyle, clothing, accessories until we hit the right note.
There was a clear distinction between the “before” where everything’s greyscale, and “after” where the color scheme brightens up using the brands primary color.