Product Differentiator Video

Business Goals

“The work management category is large and growing quickly. Increased analyst coverage and enterprise interest suggest the category is maturing. The category is also noisy. With so many competitors in the market it is difficult to cut through the clutter and provide clarity on what makes Asana different.”

Success Criteria

Pre/ Post-Market Testing : Question the focus group - what was understanding of Asana’s differentiation before/ did the video increase after?

In-Market Assessment: Awareness, ad recall, message association