Part of the recipe for a great marketing campaign is understanding who your product or service is helping. Are you solving a problem for working women? Teens who play sports? Elderly people with mobility challenges? Chances are, your brand was designed with a specific use case (or many use cases) in mind, and you should know exactly what those are and who they are helping.

Then, your marketing assets, including video content, should be aimed directly at those people. This video for our client, Nature Box, is a perfect example. They know that their product, a subscription-based program for office snacks, falls under the job of an office manager. While other people might be interested in the brand, it’s office managers who really experience the full benefit of the brand’s offering.

With that in mind, this video was created just for that specific audience. It walks office managers through the many ways that Nature Box makes their lives easier and benefits the employees they serve. The points of differentiation that are brought up in the video aren’t the same ones that would be used to sway an employee, as that logic would rely less on perks like ease of set-up and low cost, and would rely more on the taste and variety that Nature Box offers. 

The video even begins with a call-out to office managers, highlighting the fact that the brand is perfect for anyone with that position to consider. That tiny element of personalization grabs the attention of those who need the service most, making the rest of the points in the video more likely to resonate.

Watch the video below for a master class in understanding your audience and tailoring your messaging to their exact needs.