Cybersecurity pioneer Tripwire animated their customer’s story from visual notes created in real time.
When you hire a graphic recorder for your event, experiencing the live sketch in action at the front of the room is only the beginning. After the event, the visual notes become an asset that your organization can use creatively far into the future.
Discover the various creative ways our clients use their drawings here [link].
Today we’re going to share one of our favorite examples of visual notes used to create an animated video, which has become a valuable digital asset for our longtime client, Tripwire.
Tripwire is a leading provider of advanced threat protection, security, compliance and IT operation solutions.
Tripwire’s Director of Corporate Communications, Cindy Valladares, came up with the idea to produce an animated video by deconstructing one of the drawings we created for their company at an event. The video has been a big hit with their internal teams and it has become one of the top performing pieces of content their website.
Valladares first engaged Kingman Ink after seeing our team in action at a B2B marketing conference. She knew right away that our services would bring a creative flair to her company's brand messaging.
Because let's face it, cyber security is an industry that can come across stodgy and complex, simply by nature of what they do. But what they do is critically important, so the company was eager to take a fresh approach to communicating their message more effectively.
Valladares recognized that her stakeholders would appreciate a departure from business as usual. So she invited Kingman Ink to participate in internal sales kickoffs, executive breakfasts, trade show booths, and other events to boost interest and build intrigue around the Tripwire brand.
But they didn’t stop there. Even though some of the events drew crowds as big as 25-30 thousand members of their target market, attendees still only made up a small portion of the people they wanted to reach.
So Tripwire decided to create a video to leverage their visual notes and get their message in front of more people. Whereas traditionally, cyber security companies stick to whitepapers and case studies, they chose to infuse the power of visual storytelling into their content strategy.
The Kingman Ink team first created the visual notes live at an event. Next, the Tripwire team used the drawing as a guide to write a script that was recorded by a voiceover artist. And then a video editor created the animation to re-draw the images as the story unfolds. You can watch it below...
For more than two years now, Tripwire been using this video to tell their story in:
The company website and landing pages
Email marketing nurture sequences
Industry analyst newsletters
Employee email signatures
Sales and marketing team “out of office” autoresponders (they travel a lot)
Employment recruiting materials
Sales meetings
As Valladares describes the process, “Kelly drew it once, we created the video, and now it’s a gift that keeps on giving.”