Promoting a new book (or any product)

Problem

Ben Lytle, the former Chairman and CEO of Anthem, was set to publish his new book, The Potentialist I: Your Future in the New Reality of the Next Thirty Years, and he wanted to distill the book’s provocative message in a clear, compelling way. Ben was looking for an explainer video to get people’s attention, reframe their perspectives on what the future holds, and motivate them to positive action.

Action

We met with Ben and his media team to understand audience and goals. After reading the book we boiled key ideas down into a 3-minute narrative overview. We wanted to capture the essence and spirit of his mission so we could pique people’s interest and persuade them to learn more through the book.

Result

The assets produced have provided Ben and his media team with a modular, extendable set of visuals. The video is used for promotion and to warm up live audiences, and the artwork is easily repurposed throughout his social media. The video was released at the end of 2022 and within three weeks gained around 50,000 views, and is now over 100,000. In the initial in-stream ad test, the Potentialist video achieved a 59.6% view rate, which is almost double the industry average of 31.9% (source: BigCommerce).