In this article:
- Dropbox tells the story of its product by sharing stories from real customers
- Not exactly “testimonials”, but when done right, this is always an incredibly useful route to go when utilizing currency;t and creating future meaningful customer relationships
Dropbox’s new ad campaign focuses on how its file service retains memories of a lifetime. “These aren’t just your files; they are pieces of your life.” That’s the opening message in Dropbox’s commercial you can see here:
By showcasing various Dropbox collections that include photographs, personal mementos, audio files, and images related to particular studies, it drives home the point that files are used in many different ways to retain what is precious to us. The closing message is: “For all things worth saving.”
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Another video is devoted wholly to just one Dropbox user whose collection includes all he finds of interest to the experience of being human. See:
In covering the ad campaign, Muse interviewed Instrument creative director Jack De Caluwé, who said: “We really wanted to get back to a foundational truth about the value Dropbox brings to their customers.”
He told Muse that it “wasn’t so much about the product itself, but what they were doing with it—that was what gave it value.” To uncover those stories, they reached out to different types of people about their definitive files.
“There was something really intimate and raw about the process,” De Caluwé told Muse. The files people referred to weren’t just concerned with the major “‘milestones, but these files seemed to serve as little time capsules for the finer, more nuanced details.”
The stories were also not about the people who are usually featured by brands. As he explained, “Rather than chasing celebrity endorsement, we were able to focus entirely on finding the stories that we felt were worth telling.”