Client: Mahaffey USA
For nearly a century, Mahaffey USA has supplied semi-permanent structures for events, warehousing, basecamps, airplane hangars and interim facilities of all sizes, security levels and comfort needs.
Mahaffey’s temporary industrial-tent solutions have become a go-to alternative to brick-and-mortar buildings when new or expanded space is needed, with clients ranging in diversity from manufacturers to construction companies to firehouses and municipal school districts.
T H E C H A L L E N G E
Mahaffey’s case studies were a large source of conversions, but video is king and hadn’t been fully leveraged.
T H E D R E A M
Mahaffey wanted to highlight the unsurpassed expertise of their project managers in a way that could be demonstrated to those who had no experience with the brand.
In the world of fabric structures, there are companies that lease or sell products with minimal knowledge of other obstacles or challenges clients may face once the structure is in place. At Mahaffey, the expertise of their project managers is unsurpassed in the industrial, temporary-structure industry for several reasons. First, each team member brings their unique background in a specific industry to the table — a deep experience set is required to join the project management team. Secondly, they pride themselves on being able to serve as the single point-of-contact from customer inquiry to project completion. This unique process allows them to be dependable, responsive and fully ingrained in their customer’s project, so they can also advise on other project needs if warranted.
Mahaffey’s solutions are not one-size-fits-all, and it was important to demonstrate the company’s flexibility and range of products offered to fit multiple needs and industries through video content. This was also a great opportunity to show off their project managers’ expertise by filming the videos from their points of view. Previously, this type of content had been curated as written case studies on Mahaffey USA’s website, but the team at RedRover found the live conversations that took place between project managers and customers had a larger impact on buying decisions — an experience that could be replicated in video. Before filming commenced, RedRover reviewed more than 100 blogs and case studies that were published for Mahaffey between 2017 and 2018. Five top-performing case studies and blogs were selected after analyzing average page views, clicks and conversions from each.
Once the videos were produced, we launched across all of the brand’s social-media channels (YouTube, Facebook, LinkedIn and Twitter) and through a series of email-marketing campaigns that were sent to audiences segmented by industry. To achieve organic video views, RedRover optimized YouTube placements by leveraging the keywords that have most often driven prospects to MahaffeyUSA.com and the top-performing case studies historically. Additionally, every video description box on YouTube had direct links to each industry’s page, so that viewers could be directed to a highly-tailored landing page most relevant to them and designed to drive strong conversions.
The hard work paid off. Email, Facebook and LinkedIn channels all drove strong engagement rates, resulting in website visits to these case studies increasing 82% after the videos were added (Jan-Aug 2019 vs. Jan-Aug 2018).
As an added bonus, this campaign won a bronze at the 2019 Summit Creative Awards — part of the Summit International Awards, an international competition with more than 5,000 entries from 24 countries this year.