Industrial Steel Manufacturing
Case Study
How Vireo Video increased brand awareness for ISM Industrial Steel Manufacturing by creating video highlight reels for active projects and hiring and marketed them to Industry professionals
Project Overview
ISM tasked Vireo Video with producing and distributing video marketing material for hiring and to increase brand awareness. Vireo Video committed to creating 7 highlight videos from existing and new video footage (including drone footage) and to manage paid and unpaid distribution of the final content.
Vireo Services Provided
Video Strategy, Production, Editing, Video Advertising
Challenge
Low overall viewership and engagement on Facebook and LinkedIn, no well-rounded video marketing material to showcase the company’s work that could be used on social media and the website for future business and hiring.
Results
7 new highlight videos in a year featuring the projects ISM was working on to show the portfolio and to support their hiring efforts. This resulted in total increase of 100% in engagement, 163.8k views (10k organic views) – 192,608% up and a 1518% increase in following on Facebook.
On LinkedIn, only 2 videos were uploaded and both increased the engagement rate and views exponentially.
This Is How We Did It
Context
ISM approached Vireo Video in March 2019 looking for support in video production and strategy, as well as advertising campaigns. The brand had low overall viewership and engagement on social platforms, especially Facebook and wanted to explore their marketing efforts on LinkedIn. There were no well-rounded video marketing materials to showcase the company’s work that could be used on social media and the website for future business and hiring. Vireo Video arranged to shoot video footage at the locations of various projects that the company was involved in at the time and to edit them into a variety of video with the purpose of a brand awareness campaign and increased hiring efforts.
Pain Points
Brand was lacking a good visual portfolio and was looking to create video content to use for on-going marketing on platforms such as Facebook, LinkedIn and their own website. The secondary pain point was hiring – with projects rapidly expanding, ISM was looking for a creative way to manage their hiring and stand out in the employer pool.
Solution
To tackle the challenge, Vireo Video took on video production, initially for the ISM project at the Central City Brewery. Once footage of a day on-site was finalised, our editors worked on creating appealing highlight reels for both hiring purposes and brand awareness on owned socials and external marketing efforts. Similar processes were followed with other projects that ISM was actively pursuing. Videos were distributed on Facebook, LinkedIn, YouTube, Website and more. Hiring posts were also used without video footage on the Facebook job board. Once videos were scheduled, Facebook advertising campaigns were also planned and executed to reach cold audiences based on job titles, location, and interests.
Results
7 new highlight videos in a year featuring the projects ISM was working on to show the portfolio and to support their hiring efforts. This resulted in total increase of 100% in engagement, 163.8k views (10k organic views) – 192608% up and a 1518% increase in following on Facebook.
On LinkedIn, only 2 videos were uploaded and both increased the engagement rate and views exponentially.
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