Lamma is an annual exhibition and conference held at the NEC that brings together people and businesses from across the agricultural industry. The businesses range from major players like JCB all the way to start ups. At the show manufacturers are showcasing their products and often premiere their latest products, so it is a highly attended event in the industry. 

The video will need to show the scale of the exhibition and the amount of attendees and exhibitors, and focus on the brands that would be there, as well as showing the latest products that are being displayed. The aim was to create a short highlights video that can be distributed across social media to relive the event but also work to promote future events. 

To distribute the video, we decided that uploading to YouTube would help get organic viewership, as attendees of the event are most likely to search on this platform to see highlights of the event. We predicted that most of the views would occur in two stages, this would be immediately after the event, where people are looking for highlights, and in the lead up to next year’s event where people looking to attend will be searching to see what the event is like. 

As well as YouTube, we also distributed the video across our social media platforms and reached out to attendees and speakers to repost the video across their channels as well. We created numerous versions of the video to suit the variety of platforms, this included a vertical video which would be included on instagram TV and stories.