The White Cup marketing team approached us after a merger that brought three brands under the single roof of White Cup. They needed to market the consolidated brand and product line to prospects in the distribution industry – a group of hard working, no-b.s. folks who are typically wary of being marketed to. Nailing the right brand voice and tone would be critical. 

After aligning with the White Cup marketing team on the new brand, as well as key business objectives, we developed a strategic package of videos that spoke directly to the problems of White Cup’s customers. 

Our approach included a top-of-funnel advertising campaign and explainer videos to generate qualified leads, as well as more technical product videos that could be leveraged by the White Cup sales team for closing deals further down the funnel.