Ad Buy: A Case Study
Maximizing the Impact of Video Content
Often, our video content is created for a highly specific, niche audience. The Minister of Transportation might need to approve a $40 million investment in bike lanes, and we’re tasked with condensing a 100-page report into a compelling three-minute video. Or perhaps our video is used to create alignment between departments within a large company, acting as a bridge to improve communication.
Sometimes, these videos serve only their initial purpose, but more often, they have the potential to create a much greater impact. Unlocking that potential, however, requires as much creativity as making the video itself—along with the time and strategy to take full advantage of the opportunity. Most companies simply don’t have the bandwidth to do this work, so their videos serve their immediate function and then fade into the background.
Our work with the Action Lab demonstrates how video content can extend far beyond its original purpose. Through their forward-thinking approach and collaboration with Make Me, we transformed content produced on a modest budget into a valuable asset, sustaining impact for two years while strengthening the Action Lab’s internal marketing capacity.
From One-Time Project to Long-Term Impact
Initially, we were hired to tell the Action Lab’s story in a corporate documentary format. They needed funders and partners to better understand their unique approach and the impact they were having in Edmonton. With just a single shoot day, we interviewed several employees inside the Action Lab space and created three videos highlighting their space, expertise, and values. Each video was around two minutes long and was used on their website and in presentations. They were also shared on social media, but since they weren’t originally designed for that medium, they had only modest success.
One of the original Action Lab Videos.
Several months later, the Action Lab faced a new challenge—they needed to promote their services to industries that could rent their space and benefit from their facilitation experts. As a nonprofit, their budget was limited, so instead of commissioning entirely new content, they came back to Make Me looking for a cost-effective solution.
Fortunately, we had already created their original videos, giving us a deep understanding of their brand and audience. This allowed us to develop a strategic marketing campaign using the existing content. We reformatted the videos into 15-second LinkedIn spots, maximizing their impact while keeping costs low. The budget that would have gone toward new production was instead reallocated to a targeted marketing campaign and ad spend—something we guided them through.
The result? A five-month campaign featuring six unique videos repurposed from the original content. It drove 1,500 unique visits to the Action Lab website and significantly increased space rentals. Plus, the mentoring we provided equipped the Action Lab to sustain its marketing efforts long after our involvement.
A video repurposed from the original content for LinkedIn.
What Made This Project Successful?
four key factors contributed to the success of this project:
Strategic Repurposing of Content – By reformatting the original videos for LinkedIn, we tailored them to a new audience without the need for additional filming.
A Thoughtful, Data-Driven Approach – We carefully structured the LinkedIn campaign, using a staggered rollout that allowed us to analyze audience engagement and adjust our strategy with each video launch.
A Sustained Commitment to Messaging – Rather than a one-off post, the campaign maintained consistent messaging and a dedicated ad spend over five months, ensuring the target audience saw the content multiple times, increasing the likelihood of engagement.
Capacity Building – As a non-profit The Lab recognized the need to build internal capacity for a long-term marketing strategy, and they wisely used this opportunity to do so. Our team mentored them through the process, demystifying ad buys and marketing strategies. By the end of the campaign, they had taken over these responsibilities and were ready to lead the next campaign.
The Action Lab has a compelling story, but it took more than great video content to share it effectively. It required a sustained commitment, a strategic social media campaign, and an intentional approach to getting their message in front of the right audience. To learn more about Edmonton’s action Lab visit www.actionlab.ca
At Make Me, we work with dozens of organizations that have powerful stories to tell and We love creating compelling content for them, but we also believe in helping our clients make sure that content reaches the right people—so it can create real impact. What story are you sitting on that we can help you properly tell and promote?