CASE STUDY :

WWW.APRICOTVIDEOMARKETING.COM

427%

HOW OUR VIDEO MARKETING

CAMPAIGN INCREASED LEADS BY

A targeted campaign that uses video as

the main content - the aim is to make an

impact on the target audience and - in

this context - the impact was to inspire

the viewer to make an enquiry

WHAT IS A

VIDEO

MARKETING

CAMPAIGN

ANYWAY?  

1. GOAL

4. CONTENT 5. DISTRIBUTION

Start Here!INCREASE LEADS BY 200% ON SAME TIME LAST YEAR

CASE STUDY VIDEO EMAIL LIST, PAID FACEBOOK PROMOTION, ORGANIC SHARING

2. AUDIENCE 3. CHANNELS

6. METRICS 7. KPI

MANAGEMENT IN HEALTHCARE ORGANISATIONS

EMAIL, FACEBOOK

VIEWS, SHARES, ENGAGEMENT, ACTIONS

NUMBER OF LEADS GATHERED IN 3 MONTHS FOLLOWING LAUNCH

THIS IS WHAT THE

CAMPAIGN FRAMEWORK

LOOKED LIKE

THE BENEFITS OF

SETTING A

CAMPAIGN

FRAMEWORK ARE . . .

Provides fantastic focus and direction

Enables clear and simple planning

Great communication tool for all stakeholders

Enables easier reporting

Helps to quickly define success

Promotes better campaign results

CREATING

THE

CONTENT

Getting the core piece of video content right was paramount - it always is. Without the correct

messaging and script, the video won't be effective and the campaign will flop.

Our process was a collaborative one - meaning we drew the most powerful information from the

experts.

This helped us understand the video's audience in minute detail - enabling us to understand their

worldview. Then, and only then were we in a place to craft the most impactful message possible.

Script written. Footage film. Video cut... Onward to the campaign!

EMAIL

Using a targeted list to

help launch the video

 USING THE CHANNELS

TO LAUNCH

CLIENT'S WEBSITE

FACEBOOKINFLUENCERS

Video hosted here so viewers

could easily get in touch

Utilising organic reach

and promoted postsOutreach to those with

influence over our

audience

TARGETED TRAFFIC

THE LAUNCH

WAS STRONG

BUT THE

CAMPAIGN

NEEDED TO

DEVELOP

OVER TIME

SUPPORTING 

ACTIVITIES:Weekly blogs on themes that linked to the campaign Micro content (images, gifs, micro blogs) distributed on social mediaEncouraging of organic sharesPress releasesSecond email campaign to a segmented list

WHAT WE

MEASURED :

Video play rate (% of those visiting the site that

hit play)

Video engagement rate (% of the video being

watched)

Video conversion rate (% of those who watched

the video that made an enquiry)

METRICSAfter Month 1

PLAY RATE:

19%

ENGAGEMENT:

77%

CONVERSION:

6%

HOW WE IMPROVED

CAMPAIGN PERFORMANCE

INCREASING

PLAY RATE:

The key to this is the call

to action linked to the video.

The first one we used was a general:

"Hit play to watch our new video!"

While clear, we wanted it to be more

compelling, so we changed it to:

"How is our service changing lives? Click

play to watch the video and find out!"

It is longer but there's more intrigue.

HOW WE IMPROVED

CAMPAIGN PERFORMANCE

ENGAGEMENT

RATE:

This was a healthy 77% -

very strong for a video of

almost 4 minutes. So we

were pleased :)

Engagement levels tend to be linked to video

duration.

The longer the video, typically, the shorter the

engagement rate.

If your engagement is low, read the analytics.

Where are people dropping off. Is there a

confusing point? Or is it too long?

Don't be afraid to re-edit and optimise the video

- the long term success of the campaign is

worth the effort!

HOW WE IMPROVED

CAMPAIGN PERFORMANCE

INCREASING

CONVERSIONS:

Conversions were the KPI, so we wanted

to optimise this as a priority.

The key are the calls to action in the

video...

It wasn't so much the wording of the call to

action that made the difference but the timing...

The link to click to make an enquiry popped up

at 85% through the video.

But, the average person was watching 77%, so

never saw the link!

By moving the link to pop up 70% through the

video, we were able to see a dramatic rise in

conversions.

METRICSPost Campaign

PLAY RATE:

31%

ENGAGEMENT:

78%

CONVERSION:

13%

Up 39% from Month 1

Up 1.3% from Month 1

Up 54% from Month 1

427% Increase in leads on same

time previous year

CAMPAIGN IMPACT

Nationwide coverage

for the brand

They needed to hire more staff

to cope with demand

Opened up opportunities

in new sectors

Valuable data insights gathered

for future campaigns

KEYS TO SUCCESS

1. Understanding the worldview of the core audience. Doing this enabled

us to create highly relevant and engaging content.

2. Developing the framework to the campaign. This provided everyone with

a sense of purpose and direction. It gave everyone confidence in what we

were after and provided great transparency to all involved.

3. In campaign optimisations. After analysing the metrics after month 1, we

were able to figure out how to make improvements to the campaign, these

compounded over the life of the campaign and helped get the great result

that came from our efforts.

THANKS

FOR  

READING

Feel free to get in touch with any questions:

amir@apricotvideomarketing.com

www.apricotvideomarketing.com