Documentary
The Process: Bigger Than Me
Strategy
This is the second episode in a documentary series detailing the life of a digital marketing agency, Contrast. This episode would need to focus on the companies first year in business in their Nottingham office, and introduce the team members who have joined throughout that time.
Due to the subject of the episode, this video will need to be filmed over a long period of time, highlighting the important moments throughout the year, and document what has changed over that time.
As well as documenting the company’s journey, the video will also need to provide learnings that other agencies and marketers will be able to use when running or setting up their business. This will prevent the video from being less of a corporate video, and more an informative behind the scenes of an agency.
Production
The production of this video involved filming at various times over 6 months, capturing the team working on projects, celebrating occasions and attending events. We also interviewed the interview team members to find out who they are, how they work and what attracted them to join the agency.
The key part of the interviews and asking questions was to provide learnings to the audience, so that they could see how things went right and wrong in the decision making. We covered how to approach recruitment when you are a new company, how to decide which roles to hire for, and the struggles of setting up a new business.
With filming taking place over 6 months, it meant that the edit was done as we went along, sourcing the most important clips and editing sections of the video together following on from interviews. This saved us time in the long run, as we could edit sections while they were fresh, rather than to comb through 6 months of footage towards the end. It also allowed us to structure future interviews based on what we had noticed in the edit.
Marketing
To distribute the video, ourselves and Contrast settled on using the video platform Wistia. With Wistia being a professional video hosting platform, we felt that it suited the video more than using YouTube. Wistia’s main appeal is that you can create channels which can be added to a website which layouts the content in a Netflix style layout, making it look more like a video series.
With using Wistia, we would be sacrificing the amount of views a video will get, as it will miss out on YouTubes search traffic, but the views that we would be seeing would be more valuable.
To promote the video we distributed the episode across social media platforms, using short clips and trailers for the episode to tease the content and drive people to the website to view the full video.
What our client thinks
The video that Innovate has produced perfectly captures what life at the agency was like over the first year, and shows the struggles that come with the successes.
Paul Ngoie SEO Strategist, Contrast