Tech Nation Report Video Campaign 2018

The starting point

Tech Nation was really changing the way they created the Tech Nation Report, and they wanted to change the way they promoted it too. Previously, their promotional video for the report had been heavily lead by statistics, and hadn’t generated a lot of engagement past the initial release.

This year’s report focused more on people in tech, so we wanted to show real founders from a variety of different backgrounds. Since they were holding a launch event for the report, it was the perfect time to gather a group of people. I’m often conscious of pulling people away from events, so I wanted to make it fun and worth their while as part of the event experience to participate in the video.

For the look and feel of the video, we used the brand colours for the backdrop and question cards, to create a branded game-show look without being too cheesy. We wanted participants to feel like they could be themselves rather than a representative of our company, and that they could be relaxed and have fun rather than being in a high-pressure situation.

The final product

Five different square videos were created for social media, which had over 300,000 organic impressions, 10,000 organic views and re-tweets from notable political figures such as Sadiq Khan (mayor of London) and Magid Magid (mayor of Sheffield). It is the most successful video campaign for the company to-date. Each post also had an accompanying blog post, which broke down the report information in a more bite-size manner, as well as encouraging people to read the report. We also created vertical videos to try and reach new audiences on instagram stories.

The topics of the videos were BAME people in tech, women in tech, tech earnings, age of people in tech and tech meet-ups in the UK. We didn’t just want to point out issues, so each video was accompanied with a thread highlighting companies that were making an impact in each area. For example, for the BAME people in tech video, we created a thread which highlighted companies who were promoting minorities in the tech industry such as UK Black Tech and 23 Code Street - a black woman who is a code teacher.

The series was really positively received by audiences, who shared the videos, contributed additions to the lists and responded with positive comments.