How can video marketing boost sales?
Video marketing case studies are the “after movie” of a contract with a client, in order to highlight good practices and related strategies.
I am not so much interested in putting my work forward.
Rather, an effective video solution cannot be separated from the right marketing strategy. In the case studies presented here, it is above all the variety of possible approaches that your attention should focus on.
Video marketing case study 01: #EU AND ME
Client: ICT Next
Service: creative strategy, event management, video production
Overview: as part of the #EUandme campaign, promoted by the European institutions in an attempt to curb populist voting in the 2019 elections, I was asked to come up with creative proposals for the Youth Day Event at the Strasbourg Parliament.
And then to develop one of these ideas: a live painting with Belgian street artist Denis Meyers.
Approach: in a very short time we put together a performance team, which ensured that the performance took place, despite numerous last-minute logistical changes. Video marketing was used to give media coverage of the performance on social media.
Result: during the scant 4 hours of the performance, more than 200 delegates present at the event queued up to add their word to this collective live painting project. The final work still lies happily at the headquarters of the European Commission – DG Communication.
Case study 02: The importance of inbound marketing
Client: Audience Advantage
Service: web-design, video-production, social media management
Overview: as part of a six-month collaboration, I supervised the creation of a WordPress site and various aspects of digital marketing (SEO/SEA). But also a relevant video production for the website and social media: interviews, video showcases, media coverage of events.
Approach: This strategy involved the foundations of an inbound marketing strategy for presentation software company Audience Advantage.
Result: in the first few months since the launch of the inbound strategy, both the company’s website and social media accounts had more than doubled the previous year’s performance.
Case study 03: Someone to run with
Client: Gopacom + Fondazione Brodolini
Service: creative strategy, mockup, storyboard
Overview: video marketing was an integral part of the strategy proposed in the framework of a project call for European regional funds.
Approach: I conceieved the creative strategy in its entirety, including the timeline, channels, and mockups of the graphic proposal. Clearly on time and on budget.
Result: the consortium of communication agencies managed to pass the selection based on the creative proposal and put its more than one million euro budget in its sights.
Case study 04: A smartphone video strategy for Europe
Client: Scope – an Intrasoft company
Service: media strategy
Overview: in this video marketing case study I found myself working for a European public contract in the field I know best: that of video strategy using a smartphone.
Approach: I lined up project objectives, training modules, expected outcomes, key performance indicators, support and assistance.
Result: to be seen 🙂
Case study 05: Once upon a time in Anderlecht
Funder: Fondation Roi Baudoin – Koning Boudewijnstichting
Service: concept, training, video production
Overview:the aim of the project was to teach young people in the Brussels suburbs how to make videos with a smartphone. Consequently, how to use this technique to represent theirselves and their neighbourhood in opposition to the stereotyped image propagated by mainstream media and politics.
Approach: the aim was not profit but this remains the most brilliant video marketing case study in my portfolio. Because I built this media literacy project from scratch, conceiving the idea, the pedagogical method, the promotion strategy.
Result: the generous effort gave me the opportunity to present the project at the European Parliament on June 2017 and was selected as one of the best public initiatives at the 2017 Visit Brussels Awards.
Case study 06: Doctors without audiovisual borders
Client: Doctors without borders
Service: motion graphic series for internal communication
Overview: one of the first major video productions I worked on (under the company name “Slash Prod”) was an internal communication project for Doctors Without Borders.
Approach: In charge of producing a large amount of graphic animations and managing the project in its entirety, I learned how to mediate the creative needs with those of a large non-profit organisation.
Result: the project, on which there was a 3-month delay in work before my arrival, was completed on time and on budget thanks to my intervention.
WHAT IS INBOUND MARKETING?
While outbound marketing aims to identify and reach a potential audience for its products or services, inbound marketing lets the audience choose whether or not to identify with them.
Want to learn more?
3 ways to look at video marketing case studies
The problem with a video marketing case study is that often rather than concrete examples, what is presented is a long blabla with no construct and no sense.
At the end of the day, the only three elements that really matter are the same three that define project management in general.
The sacred triad of time, budget, quality.
Nowadays nobody has time. But the one who has the least time of all, you can be sure will be your customer.
Then, as soon as the job is finished and only the payment remains, I can be sure that the rush will pass.
But that’s part of the game 🙂
There is no limit to the quality and creativity we could bring to the table, if only the budget were infinite!
The truth is that I have to get the best out of what you have. And often, the best ideas are the ones that come when there is no one willing to pay for them.
Quality is a complex concept. Not so much because tastes are subjective. But because it depends enormously on the two variables mentioned above.
If the concept escapes me, I can try replacing it with “attention to detail.”