Salesforce.com came to Traction to help engage users and ignite adoption for their new product: Chatter. We knew that Chatter was more than just another social networking clone and that if people experienced the product in the context of their own work day, they would jump onboard.
Everyone loves video, but if you're going to use it, you have to make it engaging. We placed the narrative inside the product itself. So it acted as a product demo but also highlighted—with a little humanity—the benefits of Chatter.
According to Salesforce.com CEO Mark Benioff, Chatter has been the most successful product launch to date. Our video has seen been localized for international use, as well as repurposed for branded partner communications.