A well-defined marketing machine doesn’t happen overnight.

With over 10,000 global employees spread around the globe, Shopify’s internal teams have made a tremendous commitment to build a workflow that enables them to create a consistent stream of high-quality content. “We’ve put a lot of time into our process and making sure we have a streamlined, consistent process, both for our production team and for our stakeholders,” says Lucas Santo, Shopify’s Senior Creative Lead of Brand & Audience. 

To learn how the Shopify team is implementing their sleeker production process, we asked them to give us a deep-dive look into one of their latest customer campaigns with Yardbird.

Read on for the episode’s key takeaways, or catch the full conversation above. 

Project name“Yardbird Streamlines its Showroom Checkout with Shopify POS Go” | Shopify
StakeholdersLucas Santo, Senior Creative Lead of Brand & Audience
Mike Gaynor, Senior Motion Design Lead
Campaign objectivesLucas and Mike needed to find a customer with a strong use-case fit for their POS Go product, a tool that’s designed to free sellers from the classic checkout experience. 

By casting the folks behind Yardbird, an outdoor furniture company, Shopify was able to easily illustrate the perks of the POS Go system, while simultaneously telling a classic customer story.
Goals– Increase awareness of POS Go
– Tell an authentic, mid-market merchant story
– Execute a video campaign seamlessly
TimelineThe entire campaign took four months, from top to tail, to execute.
ResourcesThe Shopify team executed the creative vision and the pre-production in-house, then worked with a production company called Timber and Frame for the shoot and post-production.

From there, the team brought the finished product back in house to finish the motion design and polish up final touches like coloring.
Key takeaways– Invest in pre-production 
– Build a strong relationship with your stars 
– Make your first five seconds impactful

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