Defining product narratives
Brand Storytelling
Simplified a complex product into clear, accessible storytelling, creating two audience-specific narratives and contributing to a 400% uplift in signups.
400% uplift in signups
Simplified a complex product
Used across web,
campaigns and sales
Improved understanding
and conversion
A complex product that was difficult to explain
Problem statement
Affiliate marketing was difficult for new users to understand, creating friction in acquisition. Messaging lacked clarity, making it harder for advertisers and publishers to see their value.
Complex proposition
Affiliate marketing was difficult for non-specialist audiences to understand
Two distinct audiences
Advertisers and publishers required different messaging and levels of detail
Unclear positioning
Existing content did not clearly explain how the product works or its value
Growth opportunity
Clearer storytelling could improve understanding, engagement and conversion
Multi-channel delivery
Adapted videos for website, campaigns, sales and paid media
Designing for clarity
Simplified complex concepts into clear, accessible content
Agency collaboration
Worked closely with a video agency to produce the final outputs
Clearer storytelling could improve understanding, engagement and conversion
Developed two distinct video narratives tailored to advertisers and publishers, making the product easier to understand and engage with.
Cross-team alignment
Partnered with product marketing and content teams to shape messaging
Creative direction
Defining two narratives
Created separate storylines for advertisers and publishers based on their needs and motivations
Worked with product and content teams to define the brief, guiding the agency to develop the final narrative
SOLUTION
400%
uplift
Increase in signups following the introduction of product videos
Driving measurable improvements in delivery and visibility
The videos improved understanding of the product, making it easier to engage with and driving a measurable increase in signups.
RESULTS
2
audiences
Separate narratives created for advertisers and publishers
Multi
channel use
Videos used across website, campaigns, sales and paid media
10+
formats
Adapted into different lengths and sizes for platform-specific use
Clearer communication
Complex concepts translated into simple, accessible storytelling
Making the product easier to understand, adopt and sell
Clearer storytelling changed how the product is explained and experienced, improving both user understanding and internal confidence.
Better engagement
Content created a more engaging entry point into the product
IMPACT
Improved understanding
Users were able to grasp the product more quickly and confidently
Aligned narrative
Marketing, product and sales teams worked from a shared understanding of the product
Stronger sales conversations
Sales teams reported easier conversations and improved onboarding of new clients
Tools
Asana
Adobe Creative Cloud
Microsoft Teams
Microsoft Office