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D2C | Subscription | Explainer Video

Project: Difford's Guide Premium

Objective

The aim was to create an engaging animated video to educate users on the benefits of their premium service. The goal was to demonstrate how each premium feature enhances users' cocktail discovery journey, targeting both home hobbyists and professional bartenders.

Key Messages

The animation needed to effectively communicate three primary messages. First, it highlighted the exclusive features available with premium membership, emphasizing their value for both amateur cocktail enthusiasts and professional bartenders. Second, the video provided a clear, step-by-step explanation of how each feature works, allowing users to maximize their experience. Lastly, the video aimed to motivate users to explore premium features, showing how they elevate the cocktail discovery process.

Approach

To achieve these goals, we developed a video that seamlessly aligned with the client's website and brand identity. This ensured the animation felt like a natural extension of their platform. Visually, the video embraced a clean and professional design, using smooth transitions that reflected the precision and care the client puts into crafting cocktail recipes. This attention to detail was critical in conveying the sophistication and value of the premium experience.

We ensured the video design remained consistent with the brand's digital presence, making the content easy to follow for users. The animation flowed smoothly, reinforcing the premium quality, much like the artistry behind every cocktail recipe. Simplicity was key. The content was delivered clearly and concisely, making it accessible to a broad audience and encouraging users to explore each feature.

Distribution

Once the video was completed, it was strategically distributed across several key touchpoints to maximize its reach. It was first shared with the clients existing newsletter subscribers, targeting a group that was already engaged with the brand and likely to be interested in premium content. The video was also featured on the premium sign-up page, serving as a subtle promotional tool to entice users to upgrade by showcasing the value of the premium features. Additionally, it was included in post-signup emails and displayed on the premium user landing page, providing new members with an easy-to-understand guide to make the most of their subscription.

Results

This engaging and educational approach enhanced user understanding and led to a higher rate of premium feature adoption among both new and existing subscribers. The video succeeded in positioning the premium offering as an essential tool for cocktail discovery, whether at home or behind the bar.