Hi Jon - This is T.Y. This is my home account rather than my work account.
You have a great resource available to you that very few businesses have - your users (who are a devoted bunch) are creatives, many of whom have some level of experience in brand promotion. They like the product, they enjoy using it, and they get off on the cool things that they can create with it. In essence, they receive the most important thing possible from any form of provider/consumer relationship: Empowerment and the gratification that comes with it.
You have an enthusiastic and skilled customer base who can provide you with what you need to build the brand.
I wonder what would happen if you were offer some sort of prize for a winning Hype movie - something that hits key points that you designate, that is a tour-de-force demonstration; not a features list, but something that shows prospective customers that they can be empowered to create extremely cool stuff. Perhaps the final product can be assembled from individual scenes or compositions within symbols - something you could mix and match to create an ultimate tour de force.
It would be great if you could find a dozen or more Hype gurus, all of whom would receive credit and their URL in the end credits and, once the project is completed, have them jump onto social media to promote it. If there were a way to tailor it for virality, that would be a home run - leaving the plug until the end: "made with Tumult Hype / bullets one, two and three / tagline / URL"
If the contest approach seems iffy, how about contacting some of your most talented customers and commission them to collaborate. Toss in a couple of people who are creative thinkers / storytellers and knows how to hook viewers with an engaging visual story so that the JS / backend people can get their teeth into it. Could be fun and very productive.