Asana Timeline Launch

I led creative production on one of Asana’s biggest product feature launches in years—Timeline. The marketing campaign included the creation of four unique videos, ads, social posts, emails, numerous blog posts and guide articles, a landing page and updates to other web pages, and in-person customer trainings. In addition to this, all the marketing materials needed to be translated into five different languages, which was a first for the company.

The project required coordination between the marketing, design, product, sales, and CS teams, including team members based in international offices. Additionally, there was coordination with external partners including agencies, translators, and freelance creatives. It was one of the largest collaborative efforts during my time at the company, and I was fortunate to work with an incredibly talented and hardworking group of individuals, from our PMM to our designers, writers, and developers.

The four videos we produced were: (1) a launch video, created by the agency Oddfellows; (2) an in-product feature introduction video, which we produced in-house; (3) a tutorial video for the Asana Guide, which we produced in-house; and (4) an 11 minute video featuring Asana’s co-founder that explained the company’s vision for the future of work, which we produced with freelance videographers and editors.

In the end the feature launch was incredibly successful, with over 1.2MM+ total organic video views, 340K page views, and +13% sustained increase in premium conversion rate after launch.