It’s being used by 87 per cent of online marketers, an estimated 500 million people watch it on Facebook every day, and it’s one of our increasingly sought after services: video.
In this blog post, find out how our journalistic approach to video reaps rewards for our clients’ entire PR and marketing mix, bringing them closer to their business objectives.
The videos, which are produced and edited internally, typically involve an interview with the person integral to the story or campaign.
They are shot in a specific style, similar to the format leading broadcasters including the BBC and Sky News use regularly.
The content is then sent to media outlets, along with a press release and press-style photography, to give journalists a deeper insight into the story.
But the effect of our video goes beyond the media, as it plays a vital role in producing results as part of strategic campaigns.
Case study one: Jones Bros Civil Engineering UK
We were asked to help Jones Bros Civil Engineering UK boost the quality of the applications it received for its apprenticeship scheme.
After research concluded potential apprentices would prefer to hear from current apprentices on what the company offers, we visited Jones Bros’ training site to film interviews.
The video was featured at the top of an online Daily Post article about post A-level options for students, placing the company’s recruitment drive above vacancies from major North Wales employers including Airbus UK.
The campaign’s content was viewed 17,800 times, contributing to a 29 per cent increase in traffic to Jones Bros’ careers page, and a 66 per cent rise in sessions on its website.
And Jones Bros confirmed that our activity had led to its highest ever number of quality applications for apprenticeships.
The campaign scooped silver in the best STEM (science, technology, engineering, and maths) campaign category at the Chartered Institute of Public Relations’ (CIPR) Cymru Wales PRide awards in 2017.
It was also shortlisted at the:
- UK Social Media Communications Awards – best low budget campaign
- Northern Digital Awards – best use of video
- Chartered Institute of Public Relations’ (CIPR) Cymru Wales PRide Awards – best use of digital
Case study two: Caulmert at Stoke City FC
When engineering, environmental, and planning consultancy Caulmert tasked Outwrite with promoting its successful relationship with then Premier League side Stoke City FC, we took our camera to the club’s Clayton Wood training ground.
We conducted an interview with Jonathan Sykes, associate director at Caulmert, on the consultancy’s work at the complex, which included an extension to the gymnasium, and additional groundsman facilities.
The video was published on the Caulmert website, boosting visibility in search results through SEO benefits, plus providing engaging content to use on its social media channels.
Case study three: Escape The Van
When an entrepreneur with a new take on the growing escape room industry came to Outwrite, we used video to support the launch of his new venture.
We travelled to central Manchester to interview Escape the Van founder Greg Mooney, and film some previews of his fully mobile escape room based in a converted box van.
The video has been featured on leading business websites in the North West, and earned coverage on social media.
— TheBusinessDesk NW (@BusinessDesk_NW) November 5, 2018
Our internal video results
The power of video’s wide-ranging benefits aren’t only used for our clients, but Outwrite too.
And video will continue to be an integral part of the agency’s offering, says Anthony.
He said: “We are an award-winning digital PR agency that aims to keep our clients ahead of their competitors through innovative, creative strategies, and campaigns.
“Video was added to our repertoire to allow us to offer a truly integrated PR approach, and the impact it’s had for our clients is amazing.
“In addition to the online media relations, it can also be effective in boosting a brand’s visibility online, and SEO, which helps attract more traffic to websites.
“We also involve it during social media training, showing clients how to effectively film and use video for platforms including Twitter and Instagram.
“It’s a format that can be used in your entire media and marketing mix, from email campaigns to trade exhibition shows – there is always a good use for journalistic videos.”