Asana’s Head of Brand Marketing, Matt Maynard, says that relatable feeling is a category entry point for their brand, where their work management platform can do the heavy lifting. “There are certain situations or moments you want your brand to be associated with.”
However, the sticky point in this video campaign was to help future buyers associate Asana as the solution and not the source of their work worries. That meant taking some creative risks in how they presented the Asana brand.
“We are a work management platform. Work is not the enemy to us… so it was really important for us early on that we thought about how these little work worries would work,” clarifies Morgan Keys, Asana’s Art Director for the brand creative team.
Learn more in the episode above about how Asana pushed the boundaries with this solid creative concept and crafted a video marketing campaign that had a measurable impact on brand recognition.
Short on time? Read on for key takeaways from this project.
| Project name | “Tame Your Work Worries” | Asana |
| Stakeholders | Matt Maynard, Head of Brand Marketing Morgan Keys, Art Director, Brand Creative |
| Campaign objectives | The Asana team wanted a campaign that leveraged a category entry point and improved the brand’s mental availability. “Tame Your Work Worries” was a video campaign intended to help future buyers associate Asana with having control over work. The campaign would frame this concept as taming the Sunday Scaries with representations of work anxiety as small CG monsters creating havoc in various home, work, and public situations. |
| Goals | • Increase brand recognition and mental availability • Associate Asana with a key category entry point • Execute a complex video campaign that was relevant and relatable |
| Resources | Asana kept their internal creative team small and leaned into collaborating closely with a Los Angeles marketing agency, Omelet, to flesh out and execute the video’s concept. The mixed creative team also worked closely with a Toronto-based film production company called Skin and Bones to create practical visual effects and a French visual effects studio, Mathematic, to render 3-D models and help bring the CG monsters to life. Asana also used their own project management software, alongside Vimeo integrations, to keep the project transparent, organized, and efficient. |
| Key takeaways | • Mental availability is key • Take calculated creative risks • Create clarity for efficient collaboration |
