WISTIA’S GEAR SQUAD VS DR. BORING
A Saturday morning cartoon series exclusively for B2B marketers—pajamas and Dunkaroos included.
Wistia wanted to break through an over-saturated B2B marketing landscape with something unexpected: a cartoon series created to help marketers get ahead of traditionally boring B2B/Saas marketing ideas.
That left the growth team to develop a launch campaign to help encourage viral viewing of the series, based on two launch goals:
Reach, build, and retain an audience eager to deepen their engagement with Wistia’s products.
Hero the creativity of Wistia customers and reaffirm the Wistia brand as a champion for and industry leader in creative marketing.
And within those two launch goals, four key benchmarks to check off:
Encourage binge-watching: Gear Squad’s watch experience wouldn’t be gated, allowing viewers to watch all five episodes at launch.
Lean into the vibe of Saturday morning cartoons: Campaign would be shaped around the feeling that we all had when we were kids: waking up on Saturday morning without obligations, hyped to watch our favorite cartoons.
Encourage viral viewing
Surprise and delight: The campaign would be just as unexpected as the series itself, showing up in traditional marketing channels but in novel ways.
Equip customers with new tools: Commercials produced in-house to be placed between each episode and direct viewers to resource-focused content while still feeling native to the overall viewing experience.
Champion creativity and defeat boring:
Across our team of marketing designers, we developed a refined design system to help guide all of the work to be produced across this campaign.
I lead art direction and design for top of funnel email experiences and organic social, as well as overseeing design and execution for influencer swag kits.
Influencer swag kits extended the campaign’s attitude into a physical brand experience. Kits were designed as homage to Saturday morning cartoons, and the inner kid in all of us.
Swag kits included pajamas, Dunkaroos, a GS vs DB playlist, and other fun treats.
Outcomes:
1.33M+ people across all channels in 30 days
Drove 5.7K total plays of the series
Generated 17.8K visits to the series LP
Drove exploration of blog and other Wistia content, reinforcing the series as a gateway for marketers and creatives searching for technical/video production assistance and advice.
