THE PROJECT
Signature Property Finance recently appointed a new brand ambassador to promote the business and in particular the way it delivers on its promises.
Former Wales and British Lions cross-code rugby legend Scott Quinnell was signed to the role, as the embodiment of fair play, following through on promises and always doing what you say you’re going to do – key brand messages for short-term property finance specialist Signature.
This was a big opportunity for the brand to attract attention and win new clients who follow Scott’s achievements and current activities, given his status through the world of sport.
THE WORK
Working closely with the senior management team at Signature, it was decided the first course of action was to have Scott articulate the firm’s culture and business practices in a series of short video clips, given his experience in front of camera for Sky Sports.
First, we crafted the scripts which were designed to allow Scott to talk about the Signature service elements in his own words, rather than follow word-for-word. This gave him the chance to bring his own colourful personality into the delivery, to ensure genuine authenticity for what he was saying.
This project was not to be trusted to camera phone footage, but was shot in the valleys of Wales with a professional film crew, we work with regularly. The quality of the final footage reflects the professionalism of both Scott and the Director to capture the messages in such a genuinely interesting way.
We kept the videos intentionally short, at around 15-30 seconds, believing that any longer could lose the interest of the viewer. Each one was short enough to capture people’s attention and keep them hooked, but not too long that they would turn off.
Once the videos had been edited, we then posted the videos on Signature’s social media pages over a number of weeks. We tagged the brand ambassador who has a large following on LinkedIn, Twitter and Instagram, allowing him to retweet and engage with our posts.
THE RESULTS
As expected, the response and engagement across all channels was impressive and we saw Signature’s social media pages grow.
Thanks to the videos and Scott Quinnell’s engagement, we saw a marked increase in impressions, followers and clicks across all of Signature’s social media accounts. On Twitter in particular, the impressions increased 835% compared to the month before.
This showcases the power of social media and what posting a video a week can do, it also shows that video content works well on social media, to get your messages across.
It helps when the subject is a sporting icon, but the principle works whatever the message, when you focus on drafting quality scripts and delivering quality output designed specifically for each channel.