We were approached by the marketing team from Clio – the international cloud technology platform for lawyers and solicitors with a brief to help it produce a series of films showcasing the success of its UK-based clients and highlighting how the Clio platform helped contribute to this.
The films needed to be delivered in a style which closely matched content that Clio had already produced for the North American market, but also have a distinctly European feel to them in order to resonate with the target audience of UK-based solicitors.
Working closely with Clio’s European marketing team in Dublin as well as their colleagues in Vancouver, we developed the creative treatment and agreed technical specifications for filming which would allow the content we were capturing to be seamlessly blended with the wider catalogue of content.
Developing on the concept of a basic case study, out initial research calls were carried out with each of the businesses who were identified for filming, looking at not only the fundamentals of why they chose to use the Clio platform and the tangible benefits that it brought, but also the impacts it had on wider aspects of the personal and professional lives of those who used it – for example being able to use the system easily when working from home allowing more time for family life.
This research allowed us to develop a bespoke narrative for each case study in advance of filming taking place and meant we could structure interview questions, shot lists and shoot locations to achieve the desired end result for each film – this was wrapped up into a production manual which served as the bible for the entire filming and editing process.
Taking into account the range of channels Clio used to communicate with its community of existing and potential customers, we edited multiple versions of the films tailored to a mix of platforms including YouTube, Facebook, Twitter and LinkedIn, managing the content through a multi-layer approvals process with both the European and Canadian teams.
The films were used across Clio’s social media channels as a way of engaging with potential clients and generating leads – gaining in excess of 3,500 views on Clio’s YouTube channel alone.