How HubSpot built better campaigns with Mirage Studio
Challenge
HubSpot is well-known for their high-volume, trustworthy content. Long an industry leader for organic formats like thought leadership and editorial, the team started expanding more into paid campaigns to drive incremental growth. They quickly realized that strong UGC content delivered the best results. The problem? It’s really hard to make strong UGC content.
From sourcing participants to finalizing edits, the process was taking a lot longer than HubSpot wanted. And with the video quality so variable, it was hard to build a reliable strategy. With a stretched-thin team struggling to keep up with creative fatigue, they had to find a new solution.
Solution
HubSpot didn’t want to give up on UGC content, but they needed a new way to do it. They wanted a solution that would deliver on-brand, creator-style content, but also flex to their rigorous timelines and testing goals.
Mirage Studio stood out because of its emphasis on easy customization. Even for large scale campaigns, you can use Mirage Studio to generate hundreds of variations quicker than it’d normally take to make one. The team started building new performance assets directly in Mirage Studio, generating different iterations and characters to play off various ideas. Once they started seeing preliminary results, they’d go back to Mirage Studio to adjust details like hooks or characters’ outfits to see if they could optimize even more.
No more sourcing, no more shooting, no more passing edits back and forth. Now, the team can easily create videos that match HubSpot’s tone, pacing and brand, all with simple prompts. The team is even using Mirage Studio across markets, using native multilingual generation tools to enable variants in different languages without added cost or complexity.
Results
By integrating Mirage Studio into their creative workflow, HubSpot significantly increased its video output while reducing production costs and turnaround times. The team now produces more UGC-style videos than they could in the past, with quicker turnarounds. Since creative testing is also faster, the team is finding even more opportunities to improve performance. With Mirage Studio in their toolkit, the team is excited to keep experimenting with new ideas.
From the team
“It’s hands-down the best text-to-video that I have seen for short-form video—it’s really, really good. It feels like this is an obvious no-brainer to use Mirage Studio as an arbitrage opportunity against your competition. With it, we’re already creating really good videos in places where a video would have never existed, by people who have never made videos before.”
―Kipp Bodnar, CMO Hubspot