What we did:
DX Marketing, a targeted marketing firm offering multi–channel services ranging from research and analytics to digital, creative and production, contacted us to make an explainer that would get the word out about what they do. Their complicated, data-driven services help clients reach their customers and generate business. So our challenge was to focus on DX’s key value to their clients without losing the audience with too much technical jargon.
We chose to highlight the granularity of the online consumer data DX offers their clients. Meaning they can get really precise with the kinds of online behaviors they target. Additionally DX has access to other data streams that go beyond what consumers do online. So we needed to make sure that connection was clearly communicated without giving off an ominous “big brother” feeling.
Working through the dense feature list DX offers, we quickly sketched out the benefits to clients and realized that the best approach would be to show, not tell.
This lead us to craft an anecdotal user story made up of a series of vignettes with, of course, a bit of humor thrown in. The goal here, was to show the audience that even though consumer data exist as bits and bytes, they’re actually reflective of real people’s behaviors. And that the translation of mountains of dry tables and figures into actionable insights was really what set DX apart from other data-driven firms.
Initial styleframes helped us set the right visual mood with an earth-toned color palette that kept the content approachable and natural.
In the final animation, we used bubbling particles to represent the data created and captured in each step of the consumer’s buying process. In the end we think the folks at DX liked it.
“Oh I love it… Thumbs up all around!”
– Vice President of Agency Services – DX Marketing