Promotional video: Showcasing Google Chat interoperability

We created a launch video for Mio’s Google Chat integration, showcasing cross-platform capabilities and generating 50 organic enterprise leads within two months.

Objective

The official launch of Mio's integration with Google Chat was a significant milestone that called for a compelling promotional video to highlight its features and benefits. The primary objectives were to create an engaging narrative that clearly communicated the value of the chat interoperability, to visually demonstrate how Mio enables native cross-platform communication, and to generate excitement among potential users and partners.

This post delves into the comprehensive process of bringing the launch video to life—from storyboarding and collaboration with various teams, to design, music selection, and publication—culminating in 50 organic inbound enterprise leads between November 1st and December 31st, 2023.

Storyboarding: Laying the foundation

Every impactful video begins with a solid plan. I started by developing a detailed storyboard that would serve as the blueprint for our project. 

I sketched out scenes that visually represented these objectives, ensuring each element aligned with our brand messaging and resonated with our target audience. Each row was a different “scene” of the video, and the columns to the right were used to edit video copy and make notes with the designer and video producer.

Designing visuals that aligned with Google’s brand

Collaboration with our designer was crucial at this stage, especially in the process of creating vectors that our video producer could use. While the video was promoting the Mio integration, we did not want our own brand to overshadow the benefits that Google users would see. Mio is designed to be invisible to the end user. We wanted the audience to think of Mio 

We made an intentional decision to ensure that our own branding did not overshadow the video's primary focus—the integration with Google Chat. We aimed to match Google's brand aesthetics closely, opting for a more subtle incorporation of Mio's branding elements. This approach was strategic:

  • Remaining invisible yet powerful: Mio is designed to be unobtrusive to the end user while supercharging their communication capabilities. The video's design reflects this philosophy by highlighting functionality over branding.

  • Building trust: Mirroring Google's branding helped in establishing credibility and trust with not only potential customers, but with our partner Google themself. We wanted to signal that Mio is a complementary extension that would fit seamlessly into Google Chat.

These assets were integrated into the video to create a cohesive look and feel, ensuring that every visual element served a purpose and reinforced our messaging.

Collaborating with the Video Producer

With the storyboard in hand, I partnered with a talented video producer who could bring our vision to life. Together, we discussed:

  • Visual style: We wanted a modern, clean aesthetic that reflected the efficiency of our integration. All fonts and emojis are within the Google family of styles.

  • Animation techniques: Deciding on motion graphics that would clearly illustrate how Mio works within Google Chat.

  • Narrative flow: Ensuring the story and copy progressed logically and kept viewers engaged.

Regular check-ins allowed us to review progress, provide feedback, and make necessary adjustments. This collaborative approach was essential in creating a polished final product.

Selecting the perfect music

Music sets the tone for any video, so finding the right track was imperative. I explored various music libraries to find a piece that was:

  • Upbeat and professional: Reflecting the innovative nature of Mio.
  • Non-intrusive: Complementing the visuals without overshadowing the message.
  • Emotionally resonant: Evoking a sense of excitement and possibility.

After careful consideration, I selected a track that matched the energy of a new product launch, while also being intentional about the type of music Google would choose for their own videos.

The resultsOne of the most rewarding moments was seeing our video being reposted by Google employees on the day of the launch. Their support amplified our message and validated the hard work our team invested in this project. It was gratifying to witness industry professionals acknowledging the value of our integration and sharing it with their networks.

Other than increased brand awareness from our partner, we also received a steady inbound of at least 20-30 enterprise leads per month. Just counting leads and the cost of video production alone, the total comes out to around $100 per lead.

Conclusion

Creating the promotional launch video for the Mio integration with Google Chat was a multifaceted project that highlighted the importance of collaboration, creativity, and strategic planning. From initial concepts to the final cut, every step was a team effort aimed at delivering a video that was both informative and engaging.

I'm incredibly proud of what we achieved. Not only did we produce a video that effectively communicates the benefits of our integration, but we also strengthened our relationship with partners like Google and engaged our audience in a meaningful way.