Elevate App - Customer Stories
As the first growth marketing hire at Elevate, I built our creative production pipeline from scratch with an initial focus on low-cost, high-volume ad creative. This scrappy approach helped us scale rapidly across paid social channels, but lacked the brand equity and product marketing prowess I wanted us to develop for the long term.
The solution: create high production value, budget-friendly, brand-oriented videos that could be repurposed across all our marketing channels, including paid social, product marketing, and TV.
My role: writer, producer, director
The Process
In line with our product ethos, each video was made with the utmost authenticity and brand focus. I personally sourced and screened hundreds of our real users over many months, painstakingly arriving at a final cast that not only fit our desired audience personas, but also fit our production geographies + logistics.
The payoff was well worth it. Everyone on screen is an actual Elevate user, and the realness shows in their customer stories. We took a docu-style approach and didn’t need to script any dialogue, as each person already had real experiences to share.
I vetted numerous creative agencies and filmmakers, ultimately partnering with a boutique studio with experience in both commercial and narrative work. It was important to me that we met our users where they were, so that their authenticity of their persona lives and spaces wouldn’t be lost.
Each story profiles a different user persona: working professionals, ESL learners, seniors, students, etc.
Impact
IWe made 3 hero concepts, which I then recut into 40+ videos tailored for each channel: Tiktok/IG, Youtube, TV, product marketing, etc.
These videos cumulatively have driven hundreds of millions of views and hundreds of thousands of installs.
More importantly, this project raised the brand bar for our creative team and laid the foundation for how we approach future productions.