Boosting Open Rates for Tech Giants' Partners
During the peak of the COVID-19 pandemic, businesses urgently needed guidance on navigating disruption. Extu (formerly OneAffiniti), a digital marketing platform serving major technology brands like Lenovo, Microsoft, and Dell, required compelling content to engage their partners’ clients and offer actionable advice on change management and business continuity. The objective was to create easily digestible content that would add value and drive engagement within partner email marketing campaigns.
Tasked with creating a video before the script was finalized, I initiated concept development by researching color psychology to visually represent “COVID disruption” versus “technological solutions.” Once the script was available, I developed the core visual metaphor: “building blocks” representing a business, vulnerable to being knocked down by the pandemic (a bouncing ball), but salvageable with adaptive strategies (new pieces). This central concept effectively translated complex remote work and adaptation strategies into an engaging, short animated video.
The final animated video was strategically deployed via Extu’s platform, distributed through email marketing newsletters and on landing pages targeting the technology partners of industry leaders like Lenovo, Microsoft, and Dell. The impact was immediate: the video demonstrably boosted engagement, leading to significantly higher open and click-through rates. Consequently, partners actively sought more information on the remote work solutions and home office technology presented. This success not only added a dynamic video format to Extu’s content delivery service—enhancing their value proposition to high-profile clients like Lenovo, Microsoft, and Dell—but also cemented the video’s effectiveness. Its concise length and clear visual metaphor ensured complex change management information was easily digested by busy partners, ultimately positioning Extu and its clients as timely thought leaders.
