Case Study of a Product Explainer Video - Lens
Brief: The client wanted a product explainer video that could relate to the ongoing engagement issue faced by educators and leaders of educational institutions during online classes.
Lens, an online teaching powerhouse, keeps the learners engaged, gauges the performance of your live classes, and increases retention rates.
Challenge: To promote Lens as the groundbreaker of online sessions with its advanced tools while highlighting how easy it is to use the platform. A dynamic explainer video that simplifies the product!
Script: We wrote a script with a direct approach, mixing casual with professional tonality for greater engagement and relatability. After all, a product driving engagement surely needs an engaging video!
The use of shorter sentences brought a dynamic pace and hooking keywords helped in grabbing attention to the exciting features.
Storyboard: For any SaaS product explainer video, success massively relies on an in-depth understanding of the product. And we ace in prioritizing the features that truly transform the lives of users.
Because we were aiming for the SaaS in education sector, we favored the strategy of using characters and people to evoke empathy and a sense of connection.
Style options: We came up with 2 separate style options this product explainer video:
1. Style 1: A line art icon style filled with soft pastel colors merges with a darker background that is highlighted with mild strokes of gradients to pop up the elements while maintaining elegance and professionalism. In this style, we revamped the UI by adding vibrant colors to the primary features.
2. Style 2:
Light Theme: A minimalistic and modern line art icon style with popped-up elements bursting against a light, pastel-colored background to bring freshness and a playful tone to the video. In this refreshing theme, we created the UI representation in a perspective style to drive a futuristic 3D feel.
Our client loved both styles but decided to go with Style 1 to stay consistent with their complete branding.
Design board:
All design frames were created following Style 1. The frames danced between darker and lighter backgrounds to maintain dynamism- a key to keeping the audience hooked throughout.
Finding the right stock footage was a big part of the challenge to bring the desired richness and our research was seriously extensive!
We cleaned the original UIs and enhanced the elements to maximize the visual appeal and sharpness of messaging. After all, a focused UI never misses the target in a product video!
Music and Voice Over:
Our music and voice-over tonality were carefully selected to provide a modern, cool, and dynamic feel throughout. It surely drives an easy viewing experience and better absorption.
Animation: With an amazing Design board combined with strategically driven Voice Over & Music, it was a cakewalk for our animation team.
This is why we follow a process where we examine every idea at each stage and involve our clients in every decision. It completely aligns us all and helps us work towards the same vision. No last-minute surprises, no creative silos!
With a clear understanding of the product, our team exactly knew what to highlight in UI and how to drive the problems home.
When the final video was presented to the client, they were mind-blown by not just our creativity but our attention to detail and ability to translate ideas felt effortless.
Results: After launching this product explainer video with their newly revamped website, our client Lens experienced a surge of positive responses from their leads and prospects.
Within just a few days of the launch, the Lens Team saw an increase in their conversion rate, with visitors engaging and downloading the app after watching the video. Both the website and product explainer video played a significant role in this success.
With a few shorter versions of the video in different resolutions (yes, we do provide them too!), Lens could promote in Social Media Platforms and as Reels and Stories, which helped them became the talk of the town. All in all effective boost in their marketing campaigns!
Additionally, the video had a massive impact on the productivity of the Lens sales team, as it reduced the time and effort required to explain the product to prospects by a whopping 50%. This allowed the team to focus on other important aspects of their sales process, resulting in a more efficient sales cycle and increasing revenue.
Even for the existing customers, they saw boost in confidence and discussions for retainership is skyrocketing.
A video campaign that started as the effort to simplify the product merged coherently with the complete branding and stood as a corner stone of the brand's holistic growth efforts.
And for us, it was time to clink our glasses and celebrate another sparkling success!
Credits: Ashish K. (Video Producer), Kalpajit K. (Myself as a Director and Script Writer), Yogendra S. (Design head), Shailendra G. (Animation head), Aissa (Lead Animator), Loni K. (Voiceover), Rahul (Music & SFX), Vikas T. (QC).
