A lighting manufacturer partnered with Brafton to produce a short video that generated thousands of views overnight on YouTube.

Industry: Lighting manufacturer
Content: On-location videos
Highlights: Thousands of video views in a few days

Who can afford to be patient when you’re waiting for marketing results? If you spend a lot of time building a campaign, you want to see the payoff immediately. Most organic web marketing strategies take time to build momentum, but video can be  the exception.

A well-executed video marketing strategy can provide the instant gratification you want. Because this format is versatile and entertaining, you can distribute video content across multiple networks and immediately grab your audience’s attention.

Challenge: Create video content that’s engaging and informative

A company in the lighting manufacturing industry partnered with Brafton for a content marketing strategy, but wanted to go beyond written blogs. The client needed videos that would show off its innovative products and give customers an inside look at the company, including the people behind the brand.

The challenge? This client came to the table with a very specific idea about what it wanted. It’s great to have a vision, but if you’re focused on the marketing results you want to see, you might not be thinking about what will be interesting to viewers. (We refer to this as the zone of relevance)

Would you watch a three-minute long video about lighting manufacturing in your free time? If it’s a passion – maybe. But most people will tune out.

Strategy: Turn the concept into a visual with a story & promote on social media

Our producers took the company’s original concept, tweaking it slightly to add a little more visual appeal.

“Since we were shooting for a industrial lighting company, we knew there would be interesting B-roll ( secondary footage) we could capture on location to drive the story,” explained Videography Supervisor Zoe Arniotis.

In post-production, the video would be distributed as part of a campaign to launch a new product. We usually recommend posting all video content on multiple platforms, including:

  • The company website and blog
  • YouTube
  • Facebook
  • Twitter

Videos are meant to be shared and watched, so implanting these on as many platforms as possible will increase exposure and gain a following. The client specifically wanted to upload it to YouTube since it already had such a strong presence on the network – and that was key to the results this campaign generated.

Results: The video was an overnight success

Within a few days of publishing the video on Youtube, it had received over 10,000 views. This preliminary figure doesn’t even include any of the views on the company’s website, in search or on other social networks.

Why was it such a success? In addition to footage of the factory process, Brafton’s video team captured a testimonial from the CEO and long-term employees. The final product embodied who the company is, what it does, and why customers should join them in the journey to produce top Lighting for America.

Since it was first released, the video has continued to capture viewers’ attention, generating tens of thousands of additional views for long-term marketing results, too. Not every video is going to be internet gold, but it helps to have a team of professionals with an eye for what will work on film and how that couples with your marketing goals. This client’s overnight success was the result of both harmoniously coming together to tell an inspiring story that also communicated core brand values.

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Lauren Kaye

Lauren Kaye is a Marketing Editor at Brafton Inc. She studied creative and technical writing at Virginia Tech before pursuing the digital frontier and finding content marketing was the best place to put her passions to work. Lauren also writes creative short fiction, hikes in New England and appreciates a good book recommendation.