We’re still (safely) producing video as usual during COVID‑19.
Adam Harder
Eight months later the video still has legs, the ROI we were getting, the cost per acquisition and the ARPU just for the views have really been effective. The cost has been low per customer when they’re transitioning from our youtube to our website and purchasing our platform via that video.
Adam Harder, Senior Video Operations Manager of Digital Ocean

An overarching narrative strategy.

In 2020, Digital Ocean was launching a new product called App Platform — which enables developers to build, deploy, and scale apps quickly using a simple, fully managed solution.

The product had gone through many stages, many ups and downs. With each up and down, it quickly snowballed into a huge product entree. Pretty much the biggest product launch they’d potentially had in years.

As with any major product launch at any company, Digital Ocean required an equally large marketing rollout.

Their team decided that an explainer animation would be the best content asset to accomplish a very high-level, all-encompassing narrative approach to show developers all the product features.

An overarching narrative strategy.

Broad and perfectly distributed.

If you name a platform where you can upload video, this animation ended up on there.

Digital Ocean shared it on their website, their YouTube channels and across all their social media channels too.

Specifically for their paid marketing campaign, YouTube was their go-to channel. Their Demand Gen team shared with us how eight months later the video still has legs today. The ROI they’re getting, the cost per acquisition and the ARPU just for the views have really been effective.

The cost has been low per customer when they’re transitioning from YouTube to their website and purchasing App Platform via this video.

Broad and perfectly distributed.

Impressive results.

App Platform’s video is upwards of 2.7+ million views and what’s interesting about it is that is a 2-minute video and the average view rate is 70% — a duration well above the minute.

The performance was way more than Digital Ocean anticipated as the majority of those views came from paid promotions and viewers had the option to skip the ad after five seconds but they chose not to. The comments on the video were glowing and that simply speaks to the quality of the content.

Watch the interview with Adam Harder, Senior Video Operations Manager at Digital Ocean to learn about his experience collaborating with Vidico on this explainer campaign.

Impressive results.

A bold, new illustrative direction.

Although the video was adjacent to what Digital Ocean’s brand already was, the video took it to a bold, new illustrative direction making it shine among within the rest of their content portfolio to the point that other pieces of content that they made afterwards gravitated towards this video’s style.

When Digital Ocean went public in March, their agency partner pulled all the designs inspiration from this video in preparation for all the content needed for their IPO. It’s interesting when you nail a video from a brand perspective how much longevity it has even outside its main context. All the collateral that informs other projects adds value to the video created.

This video proves that quality comes over the length and if you make something good enough for your target audience they’ll watch it. Be authentic, speak in a connective manner,

A bold, new illustrative direction.

Digital Ocean ❤️'s Vidico

Digital Ocean considered video marketing an essential part of their marketing strategy and continuously collaborate with our team to create videos that involve brand and product.

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