case study: 6sense + Linkedin campaign

 
 

The concept (Jan 2024)

This project came to me in January, 2024 with a small budget and the simple directive to “make it interesting.”

The Goal: Educate new and existing customers on how to use 6sense software and LinkedIn Campaign Manager to achieve a variety of campaign goals and execution with a fresh approach using video to drive viewership and engagement. And make it fun and eye catching in a way that sets us apart from the crowd.

I ADORE this kind of challenge, so I brainstormed approaches and pitched my plan to make 5 videos each in a different cinematic style weaving the educational content into the narrative.

We had 5 topics to cover:

  • How to create an account-based audience in the 6sense platform

  • How to target personas and launch a LinkedIn campaign

  • Overview of reporting features

  • Detail a step-by-step example campaign

  • Overview of integrations.

How do we make that fun…? Hmmm…

Phase 1: Scripting (Jan-Feb 2024)

So, I channeled my inner cinephile whose origin is a life long love of classic film bolstered by a bachelor’s degree in Cinema Studies, screenwriting workshops, and an obsession with re-creating specific styles of film in past projects. I shared draft scripts with internal marketing leaders and with the LinkedIn partner team for input and made revisions based on the feedback.

“More explosions!” was the most frequent feedback I got from my boss. Although we ultimately elected not to make one in the Action genre due to budget constraints, we started referring to the project amongst ourselves as Project Bayhem.

The genres/cinematic styles we ultimately developed:

  • Film Noir

  • Heist

  • Nature Documentary (Planet Earth-style)

  • An homage to Pulp Fiction and Point Break

  • An homage to Wes Anderson

Phase 2: Pre-Production (March-May)

Given the relatively tight budget for the scale of project I was trying to pull off, I had to get really creative. Scrappy. I decided I could maximize my budget and resources by shooting the videos in Eugene, OR where I am based to utilize my local network of production resources built over the years I worked as a freelance filmmaker and in local video production. I hired a local producer, rented out a sound stage, hired local actors from Eugene and Portland, thrifted props and set pieces, handmade props in my garage, hired local crew.

Two of the videos required indoor sets, so we built a three walled backdrop to dress differently for the Film Noir and Wes Anderson videos, and then set up backdrops for the Nature Documentary and even drove a classic car into the studio to shoot in front of a blue screen for Pulp Fiction.

Phase 3: Production (Early May)

Production ran smoothly, despite a few last minute script changes. We shot the 5 videos over 4 days mostly in the studio, but with a few exterior scenes and one short night shoot. The classic car we rented filled the studio with exhaust when we drove it in and we had to put production on hold while we aired out the studio, so when we finished that video we elected to put the car in neutral and push it out rather than start up the engine indoors again.

Phase 4: Post-Production (May-June)

I am fortunate to have a phenomenal in-house post production team. My Lead Editor Evan Manning lead post production working with our editing contractors. Our audio engineer wrote and recorded custom music for the Pulp Fiction-style theme and mixed all the videos. And my Creative Producer Hailey Russell acted as project manager and kept us on track.

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