Introduction to Ciliatech
This project consists of 2 videos, a short <1minute social media post and a main showcase website video, that serve as an introductory piece to the company Ciliatech.
Setting the right tone for the video was crucial for maximising its engagement. We are appealing to Ophthalmologists so it was important we used appropriate technical jargon to reinforce that they are the intended audience when watching.
Further to this, we set the interview up to be conducted in a similar professional environment to help reinforce the credibly of Ciliatech’s message.
Core aims:
Demonstrate and enforce a strong Brand image, to get into the minds of Ophthalmologists
Drive Engagement from LinkedIn
Generate Impressions and Increase Follower Numbers
Tell the message: "Ciliatech are here, real and you're going to hear more“
Formats
To optimise the content for multiple distribution channels, specifically LinkedIn, an alternative edit was produced in a 30 second 1x1-crop for in feed videos.
30 seconds - 1x1
Production
Beginning:
The Video will open with the Ciliatech Logo as a title scene, accompanied by music before fading quickly to an interview shot of Sahil. The dialogue here will be quick and to the point to maximise viewer retention.
Middle:
This is the bulk of the video, focusing on who Ciliatech are and why they are relevant to the industry. It is important that this dialogue is phased in such a way that it focuses on the benefits Ciliatech’s products will provide to Ophthalmologists. This can then be backed up with evidence on Ciliatech’s history and credibility. Think PASTOR. (Problem, Amplify, Story, Transformation, Offer, Response)
End:
The video will conclude with a strong call to action that also suggests some urgency. As the goal is to increase follower numbers in this case, a simple message (as the PASTOR response) such as “to stay up to do date on this rapidly evolving industry, click the follow button. We post regular content on updates to Ciliatech’s CID device and developments in the Glaucoma space”. The video will then fade out with the Ciliatech logo as an end credit scene.
Additional Content
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