Using Animation To Show The Journey Of Learning
The AIM Group helps all types of learners ‘Future Proof Their Tomorrow’ through education and upskilling. They wanted to create curiosity in potential learners via online marketing and then showcase the wonderful enhancements that upskilling could have on their lives. To help Tell It Better, we crafted a story-led animated brand video detailing the journey that an AIM learner goes on.
The opportunity
The AIM Group recently repositioned to offer paid courses in addition to their existing free courses. As part of the overall strategic work, they commissioned a new website, and were looking to create a performance marketing campaign using short snippets of animated video to catch attention. They knew their creativity needed to be quick, fun and curiosity provoking to stand a chance of getting people away from their favourite YouTuber and onto a website about learning a new skill.
Throughout the briefing process, we worked with The AIM Group to understand more about their goals and objectives. It led to the opportunity to create a longer form, less-advertising-more-brand focused video. This change in brief gave us more storytelling opportunities, more connection with the audience and the ability to build a connection over a longer duration.
What we did
With an immensely broad audience - essentially anyone in the UK over 16 - we chose a character style that remained silhouetted. However, it was important that the style of this video was actionable and tangible. Our character couldn’t be a circle or a triangle floating through space. We wanted to give the audience the opportunity to put themselves in the shoes of our character. Data showed the majority of their users were women, which led to the female character and voiceover.
We created all the assets in a large format, allowing us to crop the final animation into a variety of shapes for YouTube pre-roll, Instagram & LinkedIn advertising on stories as well as the OG square. Whilst the brief was no longer performance-led like its origins, it was still important it respected the rules of the platform.
The outcome
The project outcome was a 60 second journey from a bland, monotone office environment, through to the various roles and life improvements that came as a result of upskilling. The client used the full-length videos in various aspect ratios across a range of digital marketing platforms & social medias.
In the move away from a strictly performance led campaign, the outcome the client sought was brand awareness and perception.
Emily Fazari
Marketing Manager
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