Evan Pirone
To us, it was all about the audience: who exactly would be watching, and where was it being distributed. We knew that the average viewer would be highly technical or hold a decision-making role in their respective IT department. So it was hugely important that the script spoke to these individuals
Evan Pirone, Production Director of Vidico

Simplicity is the key.

For those not in tech, you may find yourself asking, what is mParticle?

The straight forward answer? It’s the fastest, most efficient platform where you can keep all your customer data in sync everywhere.

From marketing to analytics to customer support, mParticle empowers different teams to execute on their KPIs independently while holistically understanding their customer.

They’ve made the previously impossible, now simple for even the largest of enterprises.

mParticle is powering customer insights for some of tech’s biggest titans by the likes of Airbnb, Spotify and Jet.

But unlike the companies it powers, mParticle is very much B2B SAAS; this meant no global brand campaigns and no-mass audience awareness. Our role? Was to make SAAS sexy, with a set of engaging application videos that brought it’s unique software tools into the limelight.

Simplicity is the key.

The challenge?

Data is hugely important. But for anyone who’s spent a good potion of time around data warehousing, cleaning, tagging, and insights, you’ll know it’s not overwhelmingly, viusally stimulating… Unless you’re really into that sort of thing.

So how to make a video around this? Well, luckily for us, mParticle has a clean and well designed interface, and a brand palette to suit. With this, we champion the ease and power of the functionality.

We positioned the creative from the user’s perspective, almost giving a dynamic and guided tour to the viewer of how to use the mParticle interface, with a combination of bold typography, motion design, and transitions as well as real-life screen recordings. We wanted to put the viewer in the driver’s seat of what was possible with mParticle.

The challenge?

The right audience.

And why were we confident of this approach working? To us, it was all about the audience: who exactly would be watching, and where was it being distributed.

We knew that the average viewer would be highly technical or hold a decision-making role in their respective IT department. So it was hugely important that the script spoke to these individuals; not creating a message and creative that was too watered down for a general audience, but instead, something specific, purpose-built to stick in the minds of exactly who it needed to.

The right audience.

mParticle ❤️'s Vidico

mParticle provides product managers, marketers and developers with the tools they need for total success: From marketing to analytics to customer support. Vidico is 100% supportive of helping mParticle succeed in their mission.

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