How a software company took a chance on a creative video ad — and got 70% more views than ever before
“We, the Customers” got the attention of B2B enterprise leaders.
Making supply chain an “edge of your seat” experience
In just four months The command center became the most liked video of the year on Deloitte’s channel.
"One of the best videos we’ve ever produced. Umault used their creativity to convey our message."
Senior Manager, Deloitte
Making supply chain an "edge of your seat" experience
Deloitte’s Synchronized Planning & Fulfillment (SP&F) team needed a video that would generate interest from prospective clients, leading to conversations and eventually – engagements. They had great whitepapers and sales sheets but nothing really eye-catching. And let’s be honest, supply chain and fulfillment is pretty dry stuff.
So how do you get people excited about SP&F? You entertain, not explain. Our strategy and concept revolved around this principle. We wanted to make a short film where SP&F wasn’t the subject, it was the method by which the heroes saved the day. The goal was to make a suspenseful drama for people in the supply chain field. Talk about niche!
Our process
We started by doing some research: what does SP&F look like when it’s being done right? Working with Deloitte’s team, we discovered that SP&F is really a smart supply chain that uses AI, machine learning and analytics to fix supply chain problems before they even happen. By integrating planning and fulfillment into one smart ecosystem, customers get what they need, when they need it.
Boom, that’s the story! A customer orders something, SP&F tackles obstacles before they become issues, and the customer gets what they ordered – on-time. But how do we illustrate the AI/machine learning aspect of SP&F? We decided to use a metaphorical approach. We personified the technology as “stations” in a NASA-esque command center. When the customer clicks the button to order, we are transported into the computer. We then show the problem-solving process before coming out of the computer where it’s revealed everything our audience just saw took place in a matter of nanoseconds.
The results
It’s not a surprise to us that this spot is Deloitte US’s most liked video of the year. People like to be entertained! The video also has 500% more views than their channel's average - all organic!
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Testimonials
What are folks saying about Umault?
Make waves and generate ROI without lifting a finger
“#1 top performing video”
The final piece had such a mainstream appeal even for non-buyers. ‘We the customers’ is our #1 top performing Enterprise video with respect to view rates, it has nearly 70% greater performance than our next best performing video.
Jonathon Dreyer
Nuance
“Wildly successful”
Our projects were wildly successful. They use great techniques to generate leads and build brand awareness and momentum.
Tom Osborne
PerkinElmer
“#1 most viewed video”
The ad we made with Umault is now the #1 most viewed video on the Deloitte YouTube channel by a long shot, with over 420K views. It’s a great use of highbrow humor.
Matt Lennert
Deloitte
“A masterpiece”
They created a masterpiece. More importantly, it’s had a dramatic impact on our audiences. There were hundreds of thousands of visitors on the site and inquiries.
Research director
Management consulting firm
“The ad is a hit”
The ad is a hit with investors and employees. People have commented saying it’s the nicest work we’ve ever created.
Joe Rokowski
MassMutual
“Best professional decision”
From the moment I hired them, I didn’t have to worry about anything – from creating ideas to fleshing out the script. Working with Umault was one of the best professional decisions I’ve made.
Angela Johansson
NIU
“More than we've ever made”
The video became part of a 24-hour campaign, and we made more than we’ve ever made in six months, let alone 24 hours.
Karen Kazmierczak
American Planning Association