Objective
Tell authentic, developer-focused customer stories that raise brand awareness, foster trust, and showcase Postman’s value to a global technology audience.
Postman customer advocacy
Synopsis
A long-term partnership creating customer films that demonstrate how leading organisations utilise Postman to help their developer teams become ‘API-first’ — blending authenticity with technical depth to achieve measurable business impact.
Results
• 30 customer stories produced in three years
• Filmed in 10 countries across four continents
• $4.5M influenced revenue in one year, including $2M recurring
“Customer advocacy is a key pillar of communications at Postman. Millions of developers are building APIs on our platform every day, and we want to showcase their work. They all have a great story to tell, and we love how the films turn out. The response from our customers has also been fantastic. We’re now speaking with other global enterprises who want to share their Postman stories on film too.”
Abinhav Asthana
CEO, Postman
Background
Postman is the world’s leading API platform, used by millions of developers to design, build and manage APIs.
As the company expanded globally, it wanted to bring customer stories to life on film, to show how real developer teams use Postman to innovate faster and work smarter.
The challenge
• Technical storytelling – translating complex developer topics into accessible, engaging narratives.
• Evolving process – customer advocacy through video was new for Postman, requiring an iterative approach that could scale with growing demand.
• Multiple stakeholders – each customer story involved PR, developers, and senior leaders, demanding careful coordination and reassurance throughout production
The approach
Big Button has partnered with Postman since 2022 to create an agile, global production model that adapts as the programme grows.
Every project is documented in a detailed playbook covering everything from customer briefing to 3D ‘Postmanaut’ animations. This structure ensures consistent creative standards and lasting ROI.
A dedicated team of producers, directors and editors works on every story, maintaining a deep understanding of Postman’s goals, messages and audience.
Beyond advocacy, the collaboration extends across Postman’s creative and brand teams, including evolving the Postmanaut from a 2D mascot to a 3D animated character that interacts with real customer environments.
From sourcing locations in Texas, Barcelona, Sydney and beyond, to advising on caption formats, Big Button provides dependable support that combines technical fluency with creative storytelling.
The outcome
The programme has quickly become a core part of Postman’s marketing strategy:
• 27 customer stories and more than 230 videos produced in three years
• Filming in 10 countries across four continents
• Content repurposed across TV, web and social channels to reach broader audiences
The strategy influenced $4.5M in revenue in one year, with $2M in recurring revenue — proving that authentic, technically informed storytelling can deliver tangible business value.
“At Postman, customer stories aren’t just something we tell; they’re part of who we are. The customer’s voice runs through everything we do, and nothing builds trust more than hearing customers share their experiences in their own words, captured on camera. On film, those voices come alive — and the videos have not only influenced millions in Annual Recurring Revenue (ARR) but also stand as clear proof of why Postman is the world’s leading API platform.”
Hilary Crane
Head of Customer Advocacy, Postman
Why Big Button is the right partner for Postman
Postman trusts Big Button to turn complex, developer-led stories into clear, credible films that inspire confidence, scale globally and deliver measurable commercial results.