Firstup: Customer Storytelling
Shaped and directed customer stories that brought product value and ROI to life, supporting broader messaging and go-to-market priorities.
Role
Creative & Art Direction
Industry
Technology / SaaS
Team
Copy / Editor / Production
Problem
Customer proof was fragmented and under-leveraged. While the platform delivered strong outcomes for enterprise clients, those results weren’t consistently translated into stories that could be used across marketing, sales, and go-to-market efforts. There was a need for scalable, credible storytelling that clearly demonstrated product value and ROI in a way that resonated with prospects and supported retention.
Solution
I led the end-to-end creative direction of customer storytelling across Firstup. This included setting production schedules, running pre-production with video teams (editor, shooter, crew, stylist), and defining the visual tone and narrative approach for each story.
I partnered closely with customer storyteller to shape interview questions that surfaced meaningful insight, not just testimonials. From there, I directed the creation of long-form video case studies and ensured each story was translated into a full content ecosystem—including cutdowns for social, website placements, event content, email, and sales enablement assets.
Customer Stories: Partnered closely with a customer storyteller and video editor to bring impactful stories to life across video, case studies, and campaigns.
Outcome
This work became a core driver of credibility and performance across marketing and sales:
The development of customer stories showcasing product value and ROI—driving $700K+ ARR, supporting $500K ARR retention, and delivering proof points like $500K in savings, 45% compliance lift, and 15x engagement vs. email through the Firstup platform.
Customer stories used across campaigns delivered 14.29% conversion rates from paid traffic
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