Mumbai, NFAPost: InVideo, a voice-assisted video editing SaaS startup, expanded its user base by unveiling its IVA (Intelligent Video Assistant) whacky campaign for this April Fool’s Day.
Just a few days before April Fool’s Day, the company carved a plan to make the most out of all its digital properties. It played a prank by announcing a new IVA feature, a voice command video editor assistant which can create videos for users in minutes, without them having to lift a finger.
The company took to its social media platforms and issued a press release as a part of the prank. InVideo states that the Fool’s Day Campaign helps the company receive organic reach of 200K users across all digital media and coverage by over 400 media outlets globally.
AI video maker
InVideo’s creative team made a landing page outlining all the benefits of the AI video maker asking users to sign up in order to get updates and early access to the feature which is set to launch in April.
The fun part was when the InVideo CEO Sanket Shah posted a video on his Facebook group of 28000 members, announcing the launch of IVA, just as he has been doing it for every new product launch in the past. And within a matter of one day, it reached 15000 users, generating curiosity.
As soon as the campaign rolled out, people started engaging by adding their comments. One such user, Shasvathi Siva, was thrilled with the thought of never-seen-before voice command for a video-creating app. Whereas, other users jumped at the opportunity and signed up for an IVA subscription.
Taking it a step further, InVideo sent out a newsletter introducing the IVA feature with a ‘call to action’ – so that the existing users can be the first in the queue to get their access, or should we say, get fooled!
In just a matter of two days, the campaign achieved an organic reach of 200,000 users, without any social media posts and ads. The campaign strategically banked on various digital tools such as stories, newsletters, website landing page, and one single tweet!
The entire campaign seemed so real that more than 2500 people subscribed to the waitlist. A little secret, even brand competitors signed up for early access to know about this fun feature.
On 1st April, InVideo provided a link to all its registered users, only to reveal that it was all a practical joke – while a voice assistant does exist, it can’t churn out videos (not as yet at least).
Commenting on the success of the event, Invideo CEO Sanket Shah said the idea behind this prank was to make a bold move and entice the audience with something to look forward to.
“Aside from the entertainment generated by the campaign, we are pleased with the interest shown by the audience, and the insightful data it has provided for our learning as a consumer brand,” said Sanket Shah.
Marketing tactics
For instance, Sanket Shah said every 1 in 2 people from our existing customer base who landed on our website, signed up for the IVA feature. “This was an excellent marketing tactic with a whole lot of fun!” he said.
With the IVA launch prank, InVideo left no stone unturned. To make it sound more believable, the brand fooled by issuing a press announcement which garnered coverage in 400 plus publications, and here’s a peek at what they talked about the “The IVA Launch”
InVideo raised a $15 million Series A from Sequoia Capital India. Tiger Global, Hummingbird, RTP Global and Base also participated in the round that was closed in October 2020. Furthermore, InVideo is the only company in India, today, with users from as many countries in the world (195+). The company is truly spearheading the growth of prosumer SaaS in India.
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