AV Q&A Video Series
Overview
At Kodiak Robotics, I led the development and implementation of the AV Q&A Video Series, a strategic marketing initiative to educate and engage Kodiak's broader audience about autonomous vehicles. My decision to launch this campaign was based on the realization that while Kodiak's primary audiences, such as carriers, shippers, investors, and engineering talent, were important, it was also necessary to reach a broader audience to establish trust and understanding of autonomous trucking technology.
Given that autonomous trucks will eventually impact everyone driving on highways, I wanted a means to provide informative and engaging content that would demystify autonomous vehicles and showcase Kodiak's expertise in the field.
Brief
The project commenced with the development of a comprehensive brief outlining the campaign's goals, target audience, content format, episode structure, and key messages. I created the document as a roadmap for the entire project, ensuring that all efforts were aligned with Kodiak's overarching marketing strategy.
Timeline
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Pre-production: Begins 2 weeks before the shoot for each batch of episodes.
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Production: 1 week for the shoot, producing a total of 4 episodes at a time.
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Post-production: 2 weeks per episode, with editing and finalization taking place after each batch of shoots.
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Release times: Episodes are released once per month.
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Repeated: The process is repeated every 4 months to produce and release a new batch of episodes.
During the planning and pre-production phase, I worked closely with the team to select questions from the internet and audience comments, recruit Kodiak employees as on-camera experts, schedule filming sessions, and coordinate with the production team to ensure smooth execution.
In the production phase, I collaborated with the video producer to ensure that each episode was filmed according to the brief, maintaining a balance between informative content and engaging presentation. I also provided coaching to the Kodiak employees appearing on camera to ensure effective delivery of their answers.
Post-production involved working with the editing team to finalize each episode, ensuring that the content was aligned with Kodiak's brand voice and messaging. This included incorporating graphics, animations, and other visual elements to enhance the viewer's experience.
Upon completion, I developed copy for social media posts to accompany each video, encouraging audience engagement.
Throughout the campaign, I tracked key performance indicators (KPIs) such as impressions, engagement rates, and audience feedback to gauge the campaign's effectiveness. The AV Q&A series exceeded expectations, with each episode garnering an average of 8,000 impressions and achieving an engagement rate of 6%, surpassing Kodiak's averages. The campaign helped in educating and engaging Kodiak's broader audience about autonomous vehicles, enhancing Kodiak's online presence and thought leadership in the industry.
