VideoAmp

Increasing MQLs 850% in One Month

Brand Strategy, Content Creation, Content Strategy

 

VideoAmp’s brand and website were key components of its growth journey.

VideoAmp is a software and data startup that helps marketers optimize their media investment. After raising Series C funding, it was time for the company to evolve their brand and marketing to position for growth. They reached out to us with a tall order: create a new website to communicate a refreshed brand story, implement a persona-based UX strategy to make an impact on every visitor, and make the brand stand out from the competition.

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The road to a winning website is paved with strong brand decisions.

A site relaunch was the end goal, but we realized we had a big opportunity to help VideoAmp better articulate its brand story. We started by revisiting the brand strategy to clarify goals, align messaging, and understand exactly what brand story we wanted to tell. This would influence our creative decisions about the website—and, ultimately, everything about the marketing operation—so we needed to make sure we had a strong messaging foundation.

VideoAmp’s value to partners centered on its rare ability to deliver accurate data.

To visually reinforce their data-centric approach and precision measurement, we started with a clean and sophisticated aesthetic, using a black-and-white color palette punctuated by intentional uses of color. We also designed a backdrop of animated visualizations to add more movement and excitement. These abstract visualizations also mirror chart design, helping to emphasize VideoAmp’s focus on data-based solutions.

After reviewing their analytics, we also noticed that visitors spent a lot of time engaging with culture content on VideoAmp’s site. To infuse more brand personality into the design, we added employee-centric videos, imagery, and culture content throughout the site. This allows visitors to understand what VideoAmp does and, equally important, who they are. (We especially admire VideoAmp’s strong stance on connecting brand to culture, as VP of Brand Design Michelle Kim spoke about on our Best Story Wins podcast.)

 
The company’s new digital presence was just the start.

One of the most exciting things about our collaboration is the trusting partnership we’ve developed with VideoAmp. Over time, our work has evolved to support all aspects of their brand, from their culture to their site conversions. We’ve refreshed the site strategy and design once since the first launch, created the Shopify site for their internal swag drops, built additional microsites like the Manifesto site, and developed a page builder to empower their team to create more opportunities for conversions.

 
Our award-winning work has translated to real results.

850%
Monthly MQL increase (goal was 200%)

$1.4 billion
Funding raised since the web relaunch

2 awards
Awwwards Honorable Mention and a Mobile Design Excellence Award

“With all the moving parts and individual tasks, C5 never missed a beat — we could not have asked for a better partner.”

Michelle Kim
VP of Brand Design

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