agnes: Making “the Video”
Creating Buzz through Creative Script & Content Writing
While building out the SAP (Student Associate’s Program) on the agnes marketing team, I realized that we had been grinding away at emails for so long that for a hot second, we lost sight of the excitement we began with:
Our product and what it could do for students.
With that, I decided to do some more research on companies and startups that used outside-of-the-box content strategy to really garner buzz.
Buzz is important because it’s the most contagious and sustainable form of marketing. It beats traiditional PR, press, and anything else you need to pay for to get engagement. Because once the subscription runs out, your engagement will end in most cases.
As I learned more from successful startups who were in similar situations as agnes, I realized that the most important part about creating buzz is genuine content. Content that speaks true to your brand. And if you can’t create genuine content that fits your brand, then perhaps you need to either pivot, reposition, or completely change up the product or service you are offering.
The moment I struck gold was when I came across Dollar Shave Club’s 5 year old, legendary video. I had seen it a long time ago and thought it was funny. But it never really occurred to me how powerful and intentional it’s messaging was.
Then My Gears Started Turning…
If we really want students to look back in the future and think “wow, I couldn’t imagine life without Agnes” then we need to appeal to these users. Tell a story that they can relate to. Sell something that fits their real need. In short, the content we make needs to be as relatable to students as possible.
That’s when I pitched the idea of making an agnes “shave club” video to my team. My intention was to use Dollar Shave Club’s approach as an example for us to work off of. While we had different audiences (DSC’s being grown, young men), we both would like our videos to be as relatable to our potiential users as possible and really get them thinking about what our product could do for them.
Research: Dollar Shave Club’s Script
While dissecting DSC’s video, we realized that although its seemingly casual approach gives off a low effort look, that was exactly what they were going for. Through looking at their script, our team found great insight in how DSC is able to place their value propositions & brand values everywhere without sounding repetitive.
As someone who had video filming & editing experience, I was able to both lead the discussions with the marketing team to receive feedback while also working with my design manager to iterate the changes in ways we felt were manageable. It was great to see many similarities between content & script writing and product design and be able to apply my creative process in both.
Tony is currently a rising Junior majoring in Fine Arts and minoring in Business at Cornell University, Ithaca NY. He recently interned in Washington D.C. over the summer as a Product Design and Marketing Intern for Agnes.io
He can be reached at: