Tech Marketing
Making software feel real when there's nothing to hold
A hard-to-sell category; no physical product, no shelf, no unboxing
Objective
Tech marketing is only getting bigger — people are on their phones for nearly everything now, purchases included, which makes software one of the highest-demand categories to sell into. It’s also one of the hardest: there’s no physical product to hold, unbox, or photograph. Across a loyalty program (PC Optimum), an AI-driven job search app (Sprout-AI), an online grocery delivery service (Voila), and a no-code app builder (X1), the objective was the same — sell something the audience can’t see or touch, without ever turning the video into a product demo.
Consumer insight
None of these products explain themselves in three seconds — a points program, a job search app, a grocery delivery service, a builder platform. Whatever mental folder people file “software” into, it isn’t “something worth watching.” So instead of explaining what the tool does, each video borrows a feeling the audience already recognizes — a joke, a payoff, a “finally” — and lets the software be the reveal, not the pitch. For PC Optimum specifically, that meant “girl math”: a framing the audience already uses to justify beauty spending, applied to a loyalty program instead of a purchase.
Execution
- Opens on an everyday moment the audience is already in, not on the product
- The software shows up mid-story, as the answer, not the subject
- Proof is shown, not narrated — a real app, a real screen, a real reaction
How it played out for PC Optimum:
- Opens in the beauty aisle, price tags visible — grounded and relatable
- Cuts to the app — real points balance as proof, not a claim
- Pays off in a home fragrance collection — the abstract made tangible
Key lines
“Girl math is using PC Optimum points so my beauty essentials basically feel free.”
“I’m basically earning rewards for being high maintenance.”
Takeaway
The same shape works across a loyalty app, a job search app, a grocery delivery service, and an app builder: don’t sell the software, sell the moment it shows up in. Included without metrics, deliberately — this one’s here to show the reasoning behind a hard-to-sell category, not a results screenshot.
More videos
The same approach carries across other app and software clients: Sprout-AI, Voila, and X1's app builder. Different products, same problem: nothing to physically show. Same fix: don't explain the software, sell the moment it shows up in.