The Brief
Spalding are a global athletics company that are launching a new range of clothing under the label ‘Spalding by Giaan Rooney’. Spalding had organised a professional photography shoot with Giaan and they decided to take further advantage of this by creating video content for the fitness industry at the same time while they had access to her. The videos would be used to boost their social media video marketing strategy.
Making a Social Media Video Marketing Strategy
There were two components to this job. The first component was to generate information marketing. Because the campaign begins at the start of the year, many people will already be thinking about their New Year’s resolutions and health goals.
We created a series of short ‘piece to camera’ videos with Giaan. In these videos, she shares some actionable fitness tips that people can use to improve their health. It meant that rather than using a direct ‘hard sell’ approach, viewers would now associate the products with the valuable information they were receiving.
The advantage of this is that viewers will want to watch the video because they’re getting something out of it for free. At the same time, they will gain awareness of the brand. They might also come across the videos while searching for information related to the video, rather than specifically searching for the products, so the online reach of the videos will also be boosted.
The second component of the video was to create a behind-the-scenes ‘Sneak Peek’ video. This shows people what goes on at a professional photo shoot. By doing this, Spalding could gently present shoppers with their new range in a way that introduces them to Giaan and builds rapport energetically and excitingly.
The value they generated from already having access to Giaan in the studio was drastically boosted. By taking advantage of the photography set, Spalding could leverage quite a few weeks’ worth of content. The videos could also be released on multiple platforms, allowing for an ongoing campaign to be created.
The shoot itself was carried out professionally but it’s important to make it a fun environment so that the performance from the talent is genuine and enthusiastic. There was always music playing, and everyone was having fun and getting involved. When you can keep a mood like this going, it has real advantages to the production. Everyone stays included and works harder to get a better result.
The primary purpose of the day was to get professional photos of Giaan modelling her new sportswear range. There were professional photographers at work so it was important not to distract them from their job. To ensure discretion, we used our Sony A7S to capture the footage.
The A7S produces a really nice image, while also being extremely light and compact. It meant moving about and keeping out of the way was easy but we still got beautiful HD footage. The A7S is also great for mounting on a slider because it’s so small and light. Using a slider, we could create smooth, cinematic movement, resulting in a more engaging video.
The result
We supplied Spalding with a series of energetic videos that will contribute to an effective social media video marketing strategy. The client was pleased with what we produced, and we’re really proud of the videos.
Now that you’ve seen how we helped produce a great social media video marketing strategy, it’s time to reach out with any questions you may have. Simply type up your question in the box below, or contact me today, and we can discuss your video production needs.
Ryan Spanger is the founder and managing director of Dream Engine, a Melbourne-based video production company established in 2002. With more than two decades of experience, Ryan has helped leading Australian businesses, government departments, and non-profits communicate their message with clarity and impact through video. He’s known for his strategic approach, reliable process, and commitment to producing videos that deliver measurable results.
