It’s evident that the WIN team knows their product. The science behind WIN is fascinating and compelling. However, they had no easy way to help potential customers understand what made WIN so special or even how to effectively reach this specific target market.
The marketing team at WIN discovered that, if not marketed correctly, their specialized product could easily be viewed as a gimmick exploiting a sports-minded audience or an over-priced alternative to regular detergent.
The Explainify team carefully assessed WIN’s unique challenge, and with a specified audience in mind, drew up a creative plan that would speak specifically to them. Knowing that the WIN audience is intelligent when it comes to their bodies, nutrition, and performance, the Explainify Team created a two-minute explainer video focused on the unique science behind WIN to help viewers understand why WIN, on a chemical level, is really better for athletic wear.
Additionally, Explainify discovered that most athletes and coaches prefer Facebook over other social channels. It’s where teams or groups meet and where they share, search, and discuss their favorite sport. So, Explainify collaborated with the WIN team to create two short, yet dynamic, animated explainer videos for use as targeted Facebook ads.
After the Explainify short videos ran on Facebook:
(Source: HubSpot)
WIN’s biggest customer base consisted of personal trainers, fitness buffs, and yoga instructors, the majority of whom are women. So, we had to tell the WIN story in a way that would appeal to sports-minded women – intelligently, honestly, and straight-forward.
Many times scientific concepts are presented in ways that are overly complex or outright dull. It is imperative that viewers understand the science behind WIN in order to understand how and why the detergent works. To do this, Explainify explains the science in an interesting, educational, and entertaining way. One of the concepts we used was to animate and personify sweat bacteria and metaphorical imagery to actually show WIN at work.
Truth is, not every ad is going to perform incredibly well, regardless of the platform. This is why it’s important to test the message – sometimes with different video concepts to see what works and where improvements can be made. Explainify collaborated with the WIN team on multiple animated explainer videos providing the opportunity to refine the message, develop more than one approach to the story, and test for efficiency.
