Fabrick Talks…wins Digital Marketing award
Company
Fabrick
Sector
Services
Content Marketing, Video & Animation
The Brief
Fabrick’s vision is to become THE leading agency within construction and the built environment. To help achieve this, we needed a campaign that would demonstrate our deep-rooted industry knowledge and understanding, and cement Fabrick as thought leaders. We wanted to be at the forefront of the industry conversations that matter and to align ourselves with key personnel to raise our brand and profile to help generate new business opportunities.
The Solution
Fabrick works with various types of organisations within construction and the built environment, but it was the decision makers within these businesses that our campaign needed to target directly - the marketing teams and tier 1 personnel.
As a digital construction agency, we know that video is an influential platform amongst our target audiences, and with more clients looking to explore this channel, we wanted to practice what we preach and demonstrate best practice. “Fabrick Talks…” was born!
Fabrick Talks…. is a free conversational video series that focuses on a key and relevant topic for the built environment. It includes filming in-depth conversations between key industry personnel and Fabrick team members who ask these influential figures questions we believe the industry want the answers to!
To cement Fabrick as thought leaders, we knew we had to produce regular content that would interest our audience and give us a strong identity. We have produced three series - sustainability, skills and building a better future – that were published exclusively on our YouTube channel, https://www.youtube.com/c/FabrickAgency. This gave us the opportunity to develop this platform, increase engagement and followers, and again demonstrate best practice to clients.
We created playlists for each series launched and worked alongside our design team to create a distinct, eye-catching style for each video series. We also ensured the videos were accessible by transcribing them and adding subtitles.
Fabrick are experts in devising digital marketing strategies, which is evident in the success of this campaign. We used organic social activities and paid advertising, along with email marketing to drive people directly to our YouTube channel, encouraging subscribers for future series and videos. We increased engagement by posting promotional content on LinkedIn and Twitter, as well as tagging companies and interviewees so that they could also share the posts far and wide.
The Results
-
1 Fabrick Talks… won Best Digital Campaign at the 2022 Construction Marketing Awards and was shortlisted for Best Low Budget Campaign and Best Content Marketing Campaign.
-
2 Set against a target of 5,000 views for each series, in the 12 months since FT was launched, it received 25,955 views, 86,724 impressions and 1,580 hours of watch time.
-
3 We generated a ROI of 3,301%
-
4 Significant volumes of new business were secured – with new and existing clients – including a 386% increase in video work (in the comparable 12-month year-on-year period).
-
5 Creation of digital thought leadership content that put us at the forefront of key industry discussions and allowed the development of our content channels
-
6 Successful alignment with key industry figures, resulting in profile being raised and thought leadership status affirmed
-
7 Monthly opinion feature with key publication secured – circulation of 19,000 construction product specifiers – again helping to raise company profile
-
8 Significant YouTube growth achieved - 592% increase in channel views to 28,667, 688% increase in watch hours to 1,638 and subscribers increased from 6 to 95.