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.
How a timely dose of pandemic humor got a 6x ROI and made the front page of Reddit
“Can’t send your kids to space” got customers’ attention, increased traffic, and attracted qualified buyers
The number of Marketing Qualified Leads (MQLs) doubled in the 30 days following the release, resulting in increased SQLs and ultimately a 6x ROI on the video.
The project
It’s easy to get a customer’s attention when they’re already aware of the problem they need solved. But according to the Ehrenberg-Bass Institute for Marketing Science, only 5-10% of customers are in-market — actively searching for a solution — in a given category at any given time. Which means 90-95% of your potential customers are out-of-market at a given time!
So how do you find a place in the memories of potential customers so they remember you when they’re eventually in the market?
You make an ad that provokes an emotional response.
We created a 30-second ad about sending children to space, and it directly contributed to 6x ROI. Here’s why it worked.
Get buyers’ attention with humor and emotion
A report from LinkedIn’s B2B Institute reinforces how memorable brand creative works. “It builds lasting memory structures in the minds of future buyers, memories that are likely to be recalled when those out-of-market buyers become in-market buyers.”
That’s why humor, emotion, and videos like this one contribute to increases in revenue. Not because they have the most impressive list of features and benefits. But, because they stick with people. They make your future buyers feel something, which makes them remember you.
When you combine that powerful emotion with a well-crafted brand and well-placed logo — like the Umault logo appearing as the rocket ship rises into space — you build a strong brand association. Which will stick with the viewer when they become an in-market buyer.
Too many B2B brands lead with boring, rational content — and that isn’t memorable at all
Reassuring content that appeals to the rational side of customers’ brains is important (like what we’re doing in this case study). But you have to inspire potential buyers early on in the sales process with cool, interesting, or funny content before you get the chance to reassure them. Yes, even B2B buyers need to be inspired.
Dare to tie your brand to a story with a strong emotional connection — like home-bound kids going to space during a pandemic.
Ok, so you made a fun space video. But did it work?
Yep. Our 30-second space video brought real returns in the form of revenue, social proof, and brand exposure.
Within 30 days of publishing the video, it went viral, and we noticed a significant uptick in traffic to our site. The number of Marketing Qualified Leads (MQLs) doubled in the 30 days following the release, resulting in increased SQLs and ultimately a 6x ROI on the video.
After it went viral, “We can’t send your kids to space” was featured on the front page of Reddit. And the video appeared on the front page of Ads of the World. It was then picked up by AdSpot where it was featured alongside impressive agencies like Saatchi & Saatchi, MullenLowe, Droga5 NY. Humor and emotion work, y’all.
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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