To promote an open internal culture, Bugaboo uses the app Impraise, which allows employees to give each other feedback. When Impraise was initially introduced, however, employees were uncertain about the app as the associated possibilities were unclear. La Plume Media was called in to eliminate that uncertainty and achieved that goal with a video. La Plume Media interviewed the employees participating in the Impraise pilot, who were able to explain in detail how to use the app: how to use it to give feedback, what expectations there were for employees, how to receive and process feedback. This resulted in a video by employees, for employees. Impraise then used this video to promote their product.