WTFreak is
RRFFWAIAH?

Context and Problem

BENlabs is an influencer marketing agency, and they developed in-house software to try and make the campaign process easier. There was a huge chasm, however, between product teams and the incredibly busy, overworked groups running the marketing campaigns.

Marketing teams consistently cited poor transparency and trust as roadblocks to their leveraging of the technology. Namely, not knowing whether their reported issues were being fixed, and poor awareness of new features that they could start leveraging.

Strategy and Approach

The problem had existed for years, and teams were heavy skeptics against previous attempts by technical teams to drum up engagement. I wanted to leverage SAM so as to not over-invest in more approaches that might not have impact. I created a “pilot” episode of “Recent Releases for Folks Who are in a Hurry” (or RRFFWAIAH for short), focused on the below theory:

  • Gagne’s events of ‘gain attention’ and ‘state objectives’ especially. Teams were short for time and difficult to focus their attention.

  • Mayer’s principles of multimedia, personalization, embodiment, segmenting, and signaling. These people literally worked in social media all day, so I figured formatting learning through a “YouTube-esque” lens would resonate with their consumption preferences.

Meeting with Product teams regularly, I combed through release tickets and gradually scripted together each episode, making sure to have fun and engaging moments throughout. I then filmed and edited each episode as well before distributing.

Tools Used: Adobe Premiere, AfterEffects, Illustrator, studio audio/visual materials.

Impact

Marketing team headcount averaged from 80-100, and episodes averaged 150+ views, all of which were opt-in and not mandatory.

When surveyed, average scores were 9.13 for the prompt “I feel the RRFFWAIAH videos are effective in helping me know about recent changes to BEN tools and apps.”

Support teams reported decreasing inbound support ticket creations from marketing teams compared to pre-RRFFWAIAH numbers.

Product transparency and trust scores also increased when compared with pre-RRFFWAIAH prompts.

Some episode thumbnail examples: