Natural disasters demand rapid response—including from marketers.
In the wake of Hurricane Harvey, property managers and homeowners in Texas faced the possibility of toxic mold growth at their properties as a result of flooding and water damage.
General Tools wanted to help them successfully detect moisture, take the proper steps to remediation, and rebuild safely—and needed to get its message out quickly and cost-effectively.
TIMING AND BUDGET FOR THIS UNPLANNED PROJECT PRESENTED MAJOR OBSTACLES. WE RESPONDED WITH STRATEGIC SOLUTIONS.
Video was chosen as the medium for this important message, but it needed to be produced as soon as possible. While our creative team launched into scripting and logistics, our media department developed a cost-efficient paid advertising strategy to get the word out on YouTube.
With no time to source an actual flood-damaged home—and a limited budget for this unexpected marketing initiative—we decided to shoot entirely in our own studio space. We designed and built the set ourselves to mimic a room in a flood-damaged home, and hired talent to take viewers through the proper steps for assessment and remediation.
WE POSITIONED GENERAL TOOLS AS AN INDUSTRY THOUGHT LEADER—NOT JUST A COMPANY TRYING TO SELL MOISTURE METERS.
Through careful scripting, we struck an educational (rather than promotional) tone for the content. Our client wanted to provide something useful in helping the people of Texas remediate and recover, while also effectively building brand affinity among the target audience.
We were able to execute quickly—and bring the project in on budget—by building and staging the set and shooting in-house, using the most efficient advertising network, and developing a media strategy that was highly targeted to reach only the most qualified leads.
THE CAMPAIGN OVER-DELIVERED ON YOUTUBE VIEWS AT A COST PER VIEW THAT WAS LESS THAN EXPECTED.
We tested two video lengths (2:48 and :45) to help inform future video strategy. As expected, the shorter video had stronger view completion performance—but the longer one delivered higher earned views and likes, and more than twice the number of earned subscriptions.
16% INCREASE IN TRAFFIC
As expected, site traffic from the state of Texas increased during the promotional period, as compared to the 20 days prior to the test.
Of those who viewed the video, 425 went on to watch additional videos on the General Tools YouTube channel. The campaign also generated YouTube likes and subscriptions.