Client: Heavy Equipment Manufacturer
Maintenance how-tos for do-it-yourselfers around the globe.
Our heavy equipment manufacturer client wanted to empower their customers to do their own maintenance. What began as a simple 15-video project grew to a full organic reach strategy including additional how-to videos as well as articles and social media reels.
  • Strategy
  • Content Production
  • Motion Media
  • Creative
  • Data & Analytics
  • Development
  • PR & Organic Social

Challenge

Lending an ear
It’s how every successful project starts. Our client asked us to develop videos depicting maintenance procedures. The hope was to empower customers (who wanted to) to do their own maintenance. You know, the DIY folks out there. We learned, discussed, documented, discussed some more, and got started. Nailing down the details on the front end helps us do it right. It’s worth every second.

Solution

Content for customers in their language, and scaling content to audience preferences

While we’re not engineers, we are really good at speaking to customers. So, we began writing, shooting and publishing videos on information-heavy subjects such as replacing an alternator or replacing rubber tracks. We knew these videos needed to be clear so that anybody of any experience level could find them useful. And when we mean anybody … what did we add next? A TON of translated videos — 23 languages!

Next, we proposed developing complementary content to reach a broader audience. Recognizing that some learners prefer written explanations, we planned articles to explain procedures. Our social media strategy — including reels and stories — aims to engage a broader audience who favor Instagram or Facebook over YouTube or websites. And our digital team analyzed video performance to prioritize topics.

By the end of Q2 2025, 1,500+ assets, including videos, web pages and social posts will be created.

Outcome

Evolve based on customer needs
But we don’t rely on cruise control here. We continually review performance. In just the first quarter of 2025, the videos have gotten more than 50,000 views totaling more than 800 hours watched! But that’s not enough for us, our client or their customers. If we find a better way to explain maintenance tasks or optimize SEO, we’re on it. No exceptions.
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