Helium 10 is a unicorn SaaS company with amazing software for third-party Amazon sellers. They were growing faster than they could keep up with, and their marketing division was the Wild West. I rolled out efficient, new internal creative processes and made their external marketing more concise, human, consistent and impactful.
I also re-prioritized content initiatives. For example, aspiring Amazon sellers were an exploding population, and upon signup, Helium 10 would overwhelm them with complicated, abstract tactics and tools. Most of them churned after their trial ended, barely scratching the surface. I drove the production of this 2-minute intro-to-selling video–a required first step in order for new sellers to actually understand Helium 10's value proposition.
Helium 10 put a strong media spend behind this :30 video ad to drive free sign-ups. The ad concisely explains Helium 10's value proposition in human-speak to prospective sellers.
One more important beginner-seller initiative: I conceived and directed this 30-minute learning video called Ready for Liftoff. It’s a deeper dive into getting started, and it was viewed nearly 160,000 times in its first year. To date, it’s Helium 10’s most-watched long-form video. And they publish a lot of videos.
While I focused a great deal on new sellers, I was also tasked with upping the quality level of content for experienced sellers. I knew that after years of dumping lengthy podcasts, webinars and tutorials on YouTube, Helium 10 needed to give this audience more concise, snackable content. So I led new projects like this episodic show about watch-outs and lessons learned from FBA mistakes.
One more, and it’s a two-for-one: I creative directed a docu-series by Helium 10 called Elevate, where we profiled a handful of successful AMZ business owners. And months after the series launched, the editor and I coaxed entirely new Helium 10 advertisements out of our archived Elevate footage. We cherrypicked moments from the Elevate dailies and re-purposed them into compelling top-of-funnel video ads that were unrelated to the docu-series.
