727: 110MM Views on a Shoestring Budget: Lucidchart's Doggo Campaign w/ David Stauffer

ABOUT THIS EPISODE

In this episode we talk to David Stauffer, Creative Director for Lucidchart.

Click here to connect with this guest on LinkedIn.

Wouldn't it be nice to have several thought leaders in your industry know and Love Your brand? Start a podcast, invite your industries thought leaders to be guests on your show and start reaping the benefits of having a network full of industry influencers. Learn more at sweet fish Mediacom. You're listening to the B to be growth show, podcast dedicated to helping be to be executives achieve explosive growth. What you're looking for techniques and strategies or tools and resources? You've come to the right place. I'm Jonathan Green, I'm James Carberry. Let's get it into the show. This episode is sponsored by Directive Consulting, the B Tob Search Marketing Agency. All Right, I'd love to welcome to the show David Staffer, David from from lucid chart, creative director. They're excited to have you on the show. You've been on a show once before, I think looking forward to digging into a campaign you've Broun this just had some huge success. Love to having introduce yourself and lucid chart. Yeah, you bet. Like you said, my names David Staffer, creative director Lucy Chart. People probably are familiar with us either. Because they've looked for a visio alternative or they need to diagram something and they found us or they have seen our dogo kind of explainer videos if you're into the Internet meme culture, which I think we'll be talking a little bit about today. But yeah, that's I mean lucid chart, the company were based out of Salt Lake City, UTAH. I'm currently in Sacramento, based out of their personally, but yeah, I help run our our creative campaigns and I've been at the company for the best five years. Well, I think this is this is the true definition of a creative campaigns. Could want to dig into the Dago Diagram video and the whole campaign kind of from start to finish. Can You? Can you walk us through, like what does the Dago Dagger if somebody hasn't seen it, if they're crazy enough not to be one of the hundred and ten million...

...views you guys have gotten, what is it and where does it come from? Where this idea come from? Yeah, you've bet so. I'm the video itself is it's just it's a short, sixty two kind of fast paced, frenetic video where we explain what the term Dago and pupper means. So this is kind of a but we believe to be a niche corner of the Internet that is this kind of Dago culture, and it's maybe not so ma in the issues, we've come to find out. But the video we have we it's just a video diagram where we explain these terms and what they are and kind of a funny, I think, on brand way in terms of it's very, I guess, emblematic of the kind of meme culture, the people that speak in the STRAGO Lingo. We kind of tap into that culture in the in this video. So yeah, it's a video diagram. Now where the idea came from is is a really interesting question. We have a creative philosophy that we at Luci chart that we've executed in a number of campaigns where we want to showcase our product that kind of front and center in a fun and entertaining, you know way. For example, we did these lyrical flow ch our campaigns that were basically to you know, take a popular song, diagram out the lyrics to the song and it's a fun piece of content that people are viewing when in reality they're actually getting a product demo. Of the way Lucy Chart Works, how the editor looks, and so we tried to take that base idea and apply it to several different topics. Are Different ways you can execute on that, and that's where the Dogo diagram idea came from. Was, let's explain these kind of random corners of the Internet that have gone kind of semi viral and use a diagram video as in do that. Now your product is obviously very visual, so it's you know, this is a natural place for you guys to be showing off the actual view of the product. I don't think so many are as fortunate as you guys. But talk to us about where the idea for like boy Doggo in particular,...

...because it's more than just dogs like we're talking much more niche down here. And how? I mean that's not that's not a business culture you're not talking to. You're talking about Internet culture. You much broad are you're looking at a much bigger scope. Why there? What did you guys go there instead of saying, like, let's diagram a sales process? Yeah, I think it's that's a great question. I mean, most be to be companies. Their video marketing will be very straightforward, feature focus, benefits, focused and those are very, really important and have their place, but I found that in the bed be space there's not. People think you can't really have fun in the marketing, they can't do the things that traditionally BTC companies do with these fun advertisements, when in reality I think humor and comedy and fun. I mean that's that's relevant to be, to be to be just as much of this to be Toc, because these are still individuals that are making these decisions. Like, if you can make someone laugh and introduce, you know, them to your product with that doesn't have to be just a BETC thing. And so that are it kind of starts there, with this flossy I have of thinking, you know, we don't have to make just the feature focused videos or what I would call a little bit more stuffy, I'm not as fun, but that we could use the same tactics that have been successful in BBC marketing. So it kind of starts there. Now, in terms of the Doggo stuff, it's interesting because we actually started a slack channel at loose to chart, I called it. I called the bad ideas slack channel, and we invite anyone of the company to give us ideas for specifically in this case video. We wanted another campaign and we were looking for ideas from throughout the organization and you know, we have a creative team, the team that I manage, and we produce, you know, all of our content and a lot of the ideas come from the creative team, but I make it a point to reach outside of that team for other ideas. And it was actually an engineer, a software engineer, that was really familiar with the kind of the Dogo speak, the whole that whole meme culture. I actually wasn't all that familiar with it and yeah, he'd posted our select channel saying...

...what about Dogos, and he told us all about it. Are Ours, our senior manager of video marketing, who runs the video team and the kind of the creative department. He ran with the idea and and started mocking up the kind of the first iteration of it and showed it to me and it was clear to me pretty early on and that we had a kind of a golden idea here and and then he saw that through the execution. So that's actually where the Dago idea itself came from, was internally from an engineer and we just ran with it and what a phenomenal lesson for those of us were thinking about creative from like all right, branding, marketing, like it's all owned by one department. A love this idea of openness and that the best ideas can come from something from an engineer. You just wouldn't expect that. So fantastic. I love. Oh yeah, it's great. Best idea wins is kind of, you know, the our mantra. And Yeah, that's happened multiple but now, from beyond Dagos, which is where it all kind of started, we you know, we we kind of that to other animal cattos and other snaw x and verbs, and then we're really kind of scaling the campaign to be even bigger than just the animal kingdom. So since then we've did a similar explimp explain our video on the fortnight video game. We did want star wars relationships using diagrams to you you know. Sure, okay, so that's that's one that I'm a Big Star Wars Scheek myself, and so me and another member the creative team kind of helped co write that one specifically, which I'm actually immensely proud of. And then we just have recently released our first international version. We did one in Spanish for the World Cup. And so what started with dogs, I kind of hope be begins to become like Lucid Chart Explains X Y Z or lucrat explains the Internet. I think it's so great because it does highlight your product in such a clever way. I mean it's not like you just came up with a clever video and slap your logo at the beginning and slapped at the end with a called action. I mean this is just a really clever way of showing how a diagramming tool can do so much and how you can look at processes and you know,...

...how you can really dump your brain out onto the computer using your tool. I think it's really clever. I actually so. I use lucid chart regularly for mating my own like sales process. Is More, much more boring stuff than Dogo, but I think I so. I shared a video recently and think is actually how you and I got connected about using lucid chart and I just shared a because I love the tool and it. You know, it got quite a good traction on Linkedin. I think there's just this desire for this, is this visual component being tied back to product there's a lot of products that could be doing this. I don't see really very many people doing I mean, there's so many cool things we could be doing to show case these products. Have you seen anybody else kind of take up the STABB and like keep going with this outside of Lucid Chart Anywhere? You know, I haven't. And in terms of using their product Internet, like the visual content marketing lay yeah, you know, I haven't. Like you said, it's a little bit easier for us given the visual nature of our product. I haven't seen anyone do quite what we have yet. I think it's a matter it's only a matter of time and we've we've we've gotten over a hundred and ten million views off this campaign on what I would consider a shoestring budget, very little adspend, and so I would expect people to begin to adopt this this way, both visually in terms of their product. But to your point about how really it's a commercial and they don't really realize it. I think so many commercials they people try to come up with really, really clever content or just a really funny idea and then they just kind of shoehorn in their brand or their product like references to make sure people know, you know, what products they're trying to sell. Where we don't really have to do that here because it's right there front the center. We just mentioned it right out the very end, and it's like surprise, you know, it's like even when this is our product you've been watching all along. Today's gross story revolves around search engine marketing. Delphis, a big data platform, had hired an agency to manage their Google adds a few years ago, but they weren't...

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...own. I'm there's we have so much video work. Who Do no, he can't. I mean, we were we were trying to. We were certainly headed in that direction, and so we've begun to actually scale the team. So we've we've had a couple new people join our video team and we'll continue to scale that so we can continue to do both, not just the fun float our videos but, you know, our regular product video sures that we need as well. So we've begun to hire that more and more and we we are said we will continue to scale that it as as long as we're continuing to get traction, which has been the case. I mean there's there's really no signs of slowing down. That's not that's actually I love the leadership at your company as as well as interested in kind of expanding from here and continue to grow and let you guys run with this, even though it's not it's maybe more of a dotted line to revenue. Right. It's awareness, certainly driving brand awareness to have known a massive degree, but not like hey, there's a lead capture form at the end of this video. I think this is a great lesson for all of us. There's not a lead capture form at the end of the video. Same like if you'd like to try a lucier chart, you know, type in your name here, I'll have a sales rep call you. I mean, you've really enabled people to understand what you do, see it in a very compelling way and then, should they choose to take actually move forward with it. But I love that management is saying, like, let's keep going with us, let's carry the momentum forward instead of just saying, Hey, remember that one time we did that cool dog video? That's great. Yet it's no, you're exactly right, and I mean that speaks to why I love working at this company. I mean I previously had worked, you know, for an AD agency in New York undergraduate degrees and advertising, and you know, I thought that would be my career, is working on creative projects on the agency side. But I had an opportunity to work for, you know, this tech company, you know. So this is a client side with this kind of this promise of creative autonomy to an extent, and I really got to hand it to you know, to the leadership team all the way up, you know, the executive leadership team, that they absolutely trust are marketing and specifically the creative team to be able to come up with these wild ideas and they let us do it. It's a culture of experimentation. They they let us try these little things and you know, not all of them are going to be successes,...

...but but they trust that, you know, we're going to come up with he is like this that I out of nowhere, we're else and, you know, over a hundred million views with no one could have guessed that. And to your point about the lead capture form, it's it's a really great point. I mean, I can't say that we could have always done this campaign like or, you know, when I first joined five years ago. You know, we probably couldn't have afford to spend time on something that doesn't have as direct line to revenue. Like you said, this is a little bit more of a dotted line, which is very true, but even still, even at the size right now most companies, I think their inclination is to throw in as many calls to action as possible, which makes a ton of sense in theory. But part of the part of the charm of this advertisement is that it's not that it's not the in your face sign up. Now speak with this sales rep and we're seeing the results, not just in the fuse themselves, but I mean anecdotally. Talked in the sales Rep. they talk all the time about how they're on calls and people will reference this campaign, and so that's that's enough for a leadership. That's enough for me, and sometimes you have to take that risk, knowing that, like, you know the law of numbers here. If you get go viral in this case, you don't need the lead form like you'll get people coming, you'll you'll you'll hear people referencing the campaign and that's exactly what's happened. Yeah, now that makes total sense. If you're somebody who's considering, okay, what visual tool can I use to map all of these things that I'm thinking of, and I think back, Oh yeah, that incredible video that I watched work. You know, of course, watch the incredible video might prompt you to think. You know, where they previously were in that kind of the great quadrant of the market, where they weren't even thinking about starting to visually map things. It's like, well, I really like how they did that. I wish we could do that for our own processes and then start to kind of go down a path that they never would have originally. So I think, yeah, this is really outside of the box creative thinking. Yeah, that's exactly right. That that quadrant you're speaking of is kind of why we do these campaigns, because there are we review that there are two kinds of people here. There are people that are diagrammers. They use other diagramming products, like maybe Microsoft physio or they they know that that creation of...

...a diagram is a part of their process, that they're used to doing, that they visually think out, whether it's network diagramming and it or sales process was like you know, you you were working on people that know about diagramming. And then there's the people that are not diagrammers. They don't that's not part of their process, but they could definitely be benefited by that, and so the ad campaign is probably more for those people. When they look at it thinking, Oh, I could definitely use a you know, diagramming as part of my you know, whatever workflow that. You know, whatever I do, it work, I could diagram I'll be benefited by diagramming. And so that's kind of who we're trying to get and that's where we found a lot of our successes, the people that have kind of the non diagrammers. You could be benefited, and that's that's what we find discovering Lucy Chart through these ads. That's great. Well, stop for this is some really, really cool stuff you guys have put together. Fifteen therefore, forgetting it done and then continuing to scale that success beyond just that first initial video. I think there's so much temptation to just sit back on your laurels and think, Oh, what a great campaign, you know, Harrah for us, and not continue that momentum. So you know, we'll be will be continuing to watch the success of lucid chart and especially through these campaigns. So thanks. If people want to follow you in particular, you know they want to learn more from your experience. I know you're on Linkedin. Is there anywhere that you particularly share these lessons? I think you have some great articles on there. Yes, yes, I do write occasionally on Linkedin. Whether in posts are their actual kind of public article publishing kind of system. Yeah, so find me, David staffer, on Linkedin. You know, try and connect with me. I'll I'll accept your connection occasionally. I will be sharing this on twitter as well. So at the d stuff, so d stauff, and so you'll see that as well as, admittedly, I might tweet about the Sacramento Kings, so be prepared about that as well. And Rex, maybe one question for you before we totally wrap up here is do you have any topic ideas for an excellent chart video, something you like that you'd like us to see as a topic one of these videos? Oh Man, that's...

...a great question. I love the music ones. Those have been some of my favorite. Actually have like a song running in my head whose name I forgotten, but whose flowchart I can actually see in my mind as we were sitting here chatting. Also, I'll have this send you over some like I'm thinking like some let's go way back, like beach boys, all the different islands that they're jumping too, and then one of their songs. They'll send you some stuff. This would be great. Okay, all right, sounds great. Like I said, we try to get ideas everywris I figure I'll try to get something at you. So that's awesome. Well, I'm sure audience will have plenty of ideas for you and they can tweet your finding on Linkedin. So excited to share this with the with the listeners. Awesome. Thanks. Right. There are lots of ways to build a community and we've chosen to build the be tob growth community through this podcast. But because of the way podcasts work, it's really hard to engage with our listeners and without engagement it's tough to build a great community. So here's what we've decided to do. We're organizing small dinners across the country with our listeners and guests. No sales pitches, no agenda, just great conversations with likeminded people. Will Talk Business, we'll talk family, will talk goals and dreams, will build friendships. So if you'd like to be a part of a BEDB growth dinner in a city near you, go to be to be growth dinnerscom. That's be to be growth dinnerscom. Thank you so much for listening. Until next time,.

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