Demo videos that capture a brand and drive traffic

The goal

Ruby came to us for a series of demo videos that would explain their virtual receptionist services. We aimed to give prospective new clients a peek into how Ruby’s people and technology work together seamlessly, creating a top-of-the-line experience for their customers while capturing new business. We wanted to help Ruby up the time visitors spent on their site and increase their conversion rates.

Challenges

• Ruby wanted help communicating their value and services to customers, and for client confidentiality reasons, we couldn’t use real-life stories or examples to convey that message. We relied on the creativity of scripted scenarios – many of which had a humorous twist!
• Infuse the Ruby culture, vision and mission into each demo video. Ruby is all about creating meaningful connections with its customers. They love shining a spotlight on the unique personalities that bring the Ruby vision to life. So we needed to figure out how to translate the power of natural, organic conversations into scripted videos.

The approach

With every project, we like to take a collaborative approach. Why? Because we’ve found that early collaboration is the key to understanding your brand’s authentic voice and story.

In this partnership, Ruby took the first step by creating an initial draft of each script. Then we consulted on length, dialogue, content, and how best to bring each script to life visually. A concise story and clear visual approach was needed to visualize the interaction between Ruby, its customers, and its operating system.

Each demo video would tell a fictionalized version of the kinds of interactions Ruby manages day to day. And because Ruby prides itself on being “people-powered,” we used real Ruby staff members as the voiceover talent in each video. Clients looking to understand what Ruby does, and how they do it, would hear the voices of the people they’d actually be working with.

We sourced a unique music track to capture the vibrancy of the Ruby brand. A mix of electronic and pop helped communicate their playful, vibrant culture with a nod to the technology-driven aspects of their service offerings.

Our workflow

• Direct their team to record audio.
• Develop a visual style with Ruby’s brand guide.
• Present music that captures the Ruby brand
• Sound design
• The client reviews each video and delivers feedback

The results

Not only did we achieve our goals with this project, but our collaboration led to game-changing results for Ruby. The online demo page where these videos live is now consistently one of the top ten pages visited across ruby.com. Ruby has seen an increase in website visitors converting to leads, AND the new demo page is now directly responsible for a whopping 5-10% of their monthly revenue, and growing–an amazing result that demonstrates the awesome power of video.

Ruby has also seen a big impact on their YouTube channel. These videos are now some of their top engaged YouTube Ads, and contribute to significant impressions shared every month on that channel. 400,000 combined views and counting!

This collaboration with Ruby was beyond fruitful – a great example of how creative work can be a lot of fun and, when done right, yield compelling results.