According to Demand Gen, 86% of B2B buyers
prefer on-demand, interactive content. Yet, less
than a third of B2B companies incorporate video messaging into their nurture programmes. With this in mind, LinkedIn spotted a real opportunity to push the boundaries of B2B content marketing.
They approached us with a challenge. To create
one of the very first B2B interactive video experiences.
A ‘choose-your-own-adventure’ style experience, following a day in the life of a modern marketer.
FOR B2B MARKETERS.
Never ones to shy away from pushing boundaries when it comes to content creation and new formats, we set to work. Armed with stacks of LinkedIn’s white papers, we set about transforming the research into an interactive, engaging narrative.
With sixteen scripts and eight different pathway routes nailed down, it was time to animate. With dynamic character animation and bespoke music composition, we created an immersive branded world. And after a year in the making, LinkedIn Ad Vantage was complete.
Throughout the journey, you take control of a modern-day marketer as they grapple with the decisions that arise during their product offering launch. Your decisions drive the storyline, learning more about advertising and LinkedIn’s features as you go.
The format also enabled LinkedIn to capture audience engagement data, drive revenue and increase product adoption too. All while keeping LinkedIn at the very forefront of digital innovation.
88% of all viewers completed the pathway
14,000 visitors in the first month
People spent two minutes longer than normal
Significantly lower bounce rate
OF ALL VIEWERS COMPLETED
14,000 VISITORS IN FIRST MONTH
Executive Creative Director: Paul Reid
Executive Producer: Anneka Vestey
Senior Producer: Nicola Harris
Animator: Patrick McCaulsky-Martin
Researcher: Tash Wright