Postman customer advocacy

• Postman’s audience is developers, so each story deals with technical subject matter. Customer advocacy relies on authentic storytelling, so it requires a partner with an in-depth knowledge of its product, audience and sector.
• Customer advocacy video content was a new venture for Postman, so it was always going to be an iterative process that developed over time. Their video partner needed to grow alongside the team and the scale with the growing demand for this content.
• Each customer has their own set of stakeholders, from PR to developers, C-suite and facilities. Big Button supports the Postman customer advocacy team to persuade, reassure and ensure that their customers have everything they need to maximise success with the video content.

The approach

• We have worked with Postman for over three years, and the production process is constantly evolving. Every development is documented in a detailed Postman playbook, from the customer briefing process to the 3D Postmanaut animations. Customer advocacy is a long game, so a clearly defined set of technical specs and editorial guidelines ensure consistent outputs around the world for the longest shelf-life, delivering ROI for months and years to come.
• Postman has a dedicated team of Big Button producers, directors, and editors that work on every story, ensuring clarity and consistency across every production and an in-depth knowledge of their key messages and strategic objectives.
• As well as customer advocacy, the partnership is a close collaboration between the Postman creative team and Big Button. The Postmanaut (the brand’s main mascot featured in its marketing, a graphic novel and even its own video game) has evolved from sleek 2D animations to full 3D puppet animations interacting with the customer’s location, helping to bring this key part of their brand to life in a fun and accessible way.
• Overall, Big Button’s support is wide and varied, from sourcing locations (including studios in Austin Texas and an abandoned factory near Barcelona) to advising on caption formats. It’s a true partnership that has yielded fantastic results for both parties.

The outcome

• Customer advocacy video content is working for Postman. The strategy has influenced $4.5M of revenue in one year, with $2M recurring revenue.
• Together, we’ve produced 27 customer stories in three years [how many videos?], filming in 10 countries across four continents and counting.
• Films are repurposed to work across multiple channels including TV adverts, websites and social media channels, thus reaching the widest audience possible.

“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. WhatsApp Business has a great story to tell, and we love how the film turned 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