Zendesk is the champion of great service everywhere for everyone, and powers billions of conversations, connecting more than 100,000 brands with hundreds of millions of customers over telephony, chat, email, messaging, social channels, communities, review sites and help centers. Zendesk’s strengths are sometimes hidden behind complex words, phrases, and acronyms that are lost on those who may not be well versed in the many nuances of customer service. What does it matter if you have leading conversational CRM technology, if someone can’t tell you what CRM is? Our objective was to clearly explain Zendesk’s product offerings and benefits through a series of brief, humorous, and informative videos. Our goal was primarily to teach customers what Zendesk offered, but we wanted to do so in a way that was entertaining and fit alongside the other approachable, fun content that Zendesk is known for.
To strike the right balance of entertaining and educational social content, we made sure our videos were short, clear, and engaging. We kept all videos under one minute to ensure we wouldn’t lose our audience’s attention. We tailored the video style/format to work across our priority platforms: LinkedIn, Twitter and TikTok. We kept each video centered around one core concept to ensure they would be clear and concise. We used a playful tone of voice and incorporated visual and verbal jokes throughout to showcase Zendesk’s unique brand. We used stock footage to stay within our tight budget, and were careful to choose clips that would simultaneously support our story and make people laugh. By staying true to our strategy of making each video short, clear, and engaging, we were able to teach our audience about potentially unfamiliar concepts that kept them nodding and laughing along.
Our mission was to create social content that would engage our community and showcase our unique brand. We saw an above-average engagement rate of 4.1% for Will Someone Please Explain content, which was double our average engagement rate across all other social content. We successfully sparked many conversations and saw 462 comments on our first video on TikTok alone. 🔥
Overall, this campaign generated:
17.6M impressions
8.7M video views
401K engagements
