- Industry
- 16 industries · B2B, services, education and expert products
- Period / scope
- 13-year portfolio · projects in 6 countries
01
The challenge
- The business had an expert, a product and plenty of topics, but no role or success criterion for each format.
- The first shoot often tried to create material for every possible need at once.
02
Key decisions
An important audience question
Before the content plan, we fixed the segment, situation, useful decision and business action after viewing.
The first topics can attract relevant viewers and give sales useful material.
Three roles for the first releases
The package was split across meeting the speaker, proving the approach and delivering a practical analysis.
A new viewer gets a clear route and can choose the next level of depth.
One decision after every release
Topic, CTR, 30-second retention, next-video movement and enquiry quality changed the next script.
After each video, the team knows more about what viewers want and what needs to change.
03
What changed
Before filming, we define the audience, the purpose of each video, the topics and preparation requirements. The first batch helps test the format and plan the next stage.
More on the process and review
How the work is organised
- Segment
- Viewer’s problem
- 3 roles
- Packaging
- Pilot shoot
- Evidence
- Next package
How to assess the result
Each launch is assessed against its business goal, production conditions and audience response.
What to check next
Agree on format-specific measures and the timing of the first results review before publishing.
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