Marketing Video / Case Study
Video Production Perth Case Study
If you’re a Perth marketer or business development manager, and you’re looking to create a Perth Video Production for your business, it can be helpful to look behind the scenes at what’s been done before. This article will do just that.
Marketing videos are an effective way to generate leads for your business: they’re short, communicate your brand message and are specifically designed to encourage the audience in your Facebook or Instagram ads campaign (or maybe we should be calling it Meta now!) to take action.
With social media video being heavily favoured by algorithms, both organically and through paid ads, you may have started wondering how can I create marketing videos that work for our business? As a marketer, it can be difficult to know which marketing videos to make for your business, and how you can repurpose that content to ensure a cost-effective campaign that gets leads and ultimately sales.
In this article we’ll take you behind the scenes on a recent video marketing project we completed for Satterley. We’ll give you the low down on the marketing objective, the production process we used to achieve that, and how the videos turned out.
Video Production Brief
Our client for the project was Satterley, Australia’s largest privately owned residential land developer. Satterley creates beautiful, family-focused residential communities across Western Australia, Victoria and Queensland. The Satterley brand is colourful, bright and trusted, focusing on beautiful locations, lots of amenity for residents and community built in.
While Satterley had extensive traditional marketing material, had moved into the digital space, and was using some video in its community section of the business, it’d hadn’t used video marketing for lead generation via paid ads before. Satterley engaged LP Visuals to create a series of marketing videos for ten estates including Eden Beach, Seaside, Clementine, the Hales, Myella, Dalyellup, Catalina, Gallery, Allara and Honeywood.
Satterley’s marketing objective was to boost leads and meetings with sales agents by using the video in paid marketing campaigns on Facebook and Instagram, as well as pre-roll ads on YouTube and organic sharing online. We also wanted prospective residents to connect with their estate before they walked into a sales meeting, making the sales process smoother. Our target audience for the project was first home buyers in Perth, with some downsizers or relocators. After extensive consultation about the brand and marketing objectives, LP Visuals recommended a simple two stage video campaign to meet the objective.
Video Production Process
Our process is simple: strategy > production > release.
The first video we recommended was a brand story video: a 90 second video, with a scripted voice over, cinematic drone footage, beautiful b-roll of real families, emotive music and key brand elements to tie it all together. The brand story video was created for the homepage of the website and was designed to engage and educate prospective residents about the lifestyle they could live at the estate. We recommended an overarching video like this to:
Create an easy go to asset that prospective residents could watch, instead of having to read pages of text
To boost website engagement and educate prospects about the key elements of each estate;
Use storytelling to connect with prospective residents who engaged with either traditional or digital marketing
From this lead video, we also created marketing videos per estate: 30 second videos, designed for paid ads with a call to action. Two versions of each marketing video were created, one with voice over and another using text animation, to enable split testing and increased return on ad spend. We recommended marketing videos like this because:
Video ads are an engaging way of conveying information and getting leads
Short videos are more cost effective to run via paid ads
We wanted to grow both online engagement and lead generation.
With the strategy ready to go, we got into production. Our project was a big one, working at ten estates, writing ten unique scripts, engaging ten voice over artists, working with ten real families, filming at ten video shoots, and having a few laughs along the way. There’s a lot we could dive into here but the highlights of our production process were:
We engaged real families as our ‘models’ to convey a true community feel and authentic videos that would feel relatable to our target audience
We filmed sunrise and sunset to get truly cinematic shots of each location
We created the videos for each estate one at a time, enabling a streamlined production without overburdening Satterley staff as they still had other marketing objectives to meet
This production was a lot of fun! We got to see some of the best parts of Perth and film some epic sunsets, happy families and good times. Once the videos were created, and we adopted all of Satterley’s video feedback, we handed the videos off to Satterley’s digital team and marketing agency for release, testing and tweaking.
Result & Marketing Video Examples
We’re really happy with how this video marketing project turned out. Through careful planning and collaboration, we were able to create Satterley effective marketing videos for ten of its estates in Perth. The videos have over 100,000 organic views on YouTube, despite no organic promotion and countless more in the paid ads space.
Now for the fun stuff! Here’s an example of what we made.
Brand Overview Video
Marketing Video – Voice Over
Marketing Video – Text
What makes us happiest overall is the feedback we got from Rhianne at Satterley ‘Laundon has a unique gift for portraying a brand story through visuals. He is exceptionally easy to work with and has a very collaborative approach to projects. Laundon goes above and beyond to get the optimal outcome on all projects no matter how big or small.’
Special thanks to Katie Dixon, Rhianne Bonfield, Renata Steenland, Mariella Nykanen, Renae Pearse and Bryony Yuill.
If you’re looking to create effective engaging videos for your business and need a video production partner who understands both strategy and beautiful visuals, we’d love to chat with you.