arrow_back All projects

Messaging Customers Actually Pay Attention To

Testing value props through short video ads

Shortform Ads

Office Timeline & RomSoft

Office Timeline and their strategic partners at RomSoft knew that their customers loved the software they were developing and they wanted to hone in on that for their brand and marketing messaging.

We helped them test out what kind of video ad messaging would actually resonate with their audiences by conceiving and producing a multivariate short video test.

The Services

  • Video Marketing Strategy
  • Motion Animation Production

The Deliverables

  • 12 ad concepts
  • 96 short ad videos in horizontal and square formats based on the concepts
'Beautiful project roadmaps' ad text callout 'don't need to be time consuming' ad text callout

The Impact

1,000,000+

views

4,500+

hours of watch time

60%

of these stats came from just 3 concepts

The top-performing video's messaging angle became the through-line for every major video that followed, and was still actively used as an ad 2 years later.

The Process

Turning Customer Language Into Testable Concepts

We started by researching what customers were praising about Office Timeline on review platforms, focusing on the specifics they mentioned. Those specifics ended up revolving around twelve recurring value props, which we then turned into twelve distinct video concepts designed to run in parallel as paid ads.

Editing timeline file list showing a series of 'HORIZONTAL_AHA moment video' ad variant files
Five-star customer reviews of Office Timeline: 'Excellent piece of software', 'Saves me hours of time...'
Blurred close-up of ad copy mentioning roadmap visuals and Gantt charts made in minutes

Building A Test That Made Sense

To make sure performance differences came down to the message and not the production, every video followed the same structure: motion graphics text, one product screen, a branded transition, and an animated CTA, totaling around fifteen seconds each. Each concept was then produced in eight versions across two formats and four CTA variants, summing up to 96 video ads in a single production run.

The Outcome

By the end of the project, we had conceived and produced 96 short video ads built to test twelve distinct messaging directions in different formats at scale in a single coordinated campaign across Google and YouTube.

Video editing project panel showing graphics, Motion Graphics Template Media and sequence bins
format_quote
"What sets Tudor from INX Films apart is not just his technical skills, but his holistic approach to the entire process. I am so in awe of his ability to capture the essence of our product and single-handedly bring a vision to life. Thank you, Tudor, for being the beating heart of our video production efforts. Here's to many more masterpieces together!"

Nicole Jacobson

Marketing Vicepresident • Office Timeline

"Tudor has a rare ability to take something that feels complicated and solve it efficiently, like building a steady, high-quality video capability without turning every project into a heavy lift. He audited what we had, identified what was missing, and created a production setup the team could actually use consistently. He built a practical video system around our brand, and from that point on, producing strong video content was no longer a bottleneck for us. I'd recommend Tudor to anyone who wants video that serves the business, not just content that looks good."

Eddy Malik

Co-founder and Chief Product Officer • Office Timeline

"It surprised us to find in Tudor from INX Films a video producer who understands the business needs behind a project, does user research, and handles the whole marketing side of video, not just the production itself. [...] We didn't even have to write the scripts ourselves. We could just hand off video production to Tudor and trust that he'd take care of everything, strategy included."

Diana Niculaes

Head of Content • Office Timeline

Want to find out which message actually lands with your audience?

Let's chat about how we could do that!