Helium 10 software is a suite of powerful, category-leading tools for third-party Amazon sellers, but Helium 10 was growing faster than it could keep up with. I helped them clean up internal marketing operations and external marketing communications, implementing new creative processes and protocols while also making their messaging and content more concise, human, consistent and impactful.
Specifically, beginner-level sellers were an exploding population, and Helium 10 had been struggling to acquire and retain them. New sellers were historically inundated with complicated, abstract tactics and tools, and most either stayed away or churned after converting.
I led our internal creative team on this 2-minute video provding the basics of FBA/third-party Amazon selling–a required first step in order for new sellers to actually understand Helium 10's value proposition. It was a nice, soft landing for beginners.
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, and I again executed everything with our internal resources.
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.
And 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.
