Cultures at Work
Selling a service over a product has its difficulties. For one, people can’t touch, taste or smell the very thing you want your audience to pay for, so how do they know what they’re really getting? It’s a tricky one.
Our task was to elevate lead generation through Michael Henderson’s website by better communicating his personal charm and charisma, which had proven effective in person but harder to convey online.
Through research, we discovered that Michael’s biggest unique selling point was his rare expertise as a Cultural Anthropologist, and we wanted to capitalize on this by positioning him as the “David Attenborough of Culture” and using storytelling as a transportation device.
To achieve this, we wrote a script and produced a video to educate his audience about culture while inviting them to get to know Michael better. We selected a wild New Zealand beach as the setting for our documentary-style story to communicate a sense of ancient wisdom in a natural setting.
The project involved writing a treatment, transporting viewers to a new place and time using The Camp Fire Narrative, filming Michael drawing an arrow in the sand to explain culture, and launching the video on his home page and social media channels to drive brand awareness and engagement.
The launch of the video was a huge success, receiving record views and shares within the first few weeks and generating positive feedback from audiences on LinkedIn.
This project was completed by BallantyneTaylor, the B2B marketing agency founded by our director Steve Ballantyne and Greg Taylor.