How we helped Holded become their markat leaders
We’ve been collaborating with Holded to create documentaries, adverts, educational content and their own “Holded TV” channel.
Our content gained more than 50M views and helped generate millions in revenue.
“The audience feedback has been outstanding. ”
At the start of 2021 things were going pretty well. The startup had their sights set on becoming market leaders; a huge step up in marketing and brand awareness, so they needed to find a way to cut through the noise.
When Holded came to us…
“Camping brings knowhow, creativity and quality visuals to their content development with Holded.”
To achieve Holded’s wider mission we ran creative workshops and audience survey to understand what makes their community tick. Their customers are Holded’s best champions and have an emotional bond with the product. We decided to centre our films on these clients.
We laid out a plan to celebrate the diversity and integrity of the entrepreneur experience through honest stories, raising brand awareness while also touching every stage of the customer funnel.
A strategy for the long run
“I’m confident that due both to the quality of Camping’s creatives, and the fact the subject matter represents the trials and tribulations of Spain-based SMEs in a very honest way, we are successfully positioning Holded as a platform, and community, that are built for, and represent SMEs in Spain.”
We designed a series of short documentaries aimed at connecting with entrepreneurs, from which shorter, targeted adverts could also be made, preserving the importance of regular advertising.
We outlined a long-term strategy to develop, create and distribute our films. Our chosen proposition; Holded: your companion for the journey, hit all the right notes creatively.
By linking every piece of content to the wider strategy, every video was aligned with the fundamental message, so that all efforts furthered Holded’s wider marketing aims.
“It’s a very natural collaboration where we all chip in to release the very best content.”
Your companion for the journey: results and impact
Holded’s documentary series are distributed on their YouTube channel, Holded TV.
We gained more than 23m total views in 2021 and are shooting for 30m in 2022.
The content is engaging and people tend to watch until the end, so the price of the ad becomes significantly lower, resulting in a much cheaper cost in brand awareness.
We then target the same audience with more ‘product-focused’ ads, that seek to drive our potential customers further down the funnel and help achieve the sale.
““I’m particularly impressed with Camping’s ability to digest the deeper business-related goals of our collaborations and then elicit entirely genuine responses from the protagonists. ”
Our tailored content workflow squeezed the highest value out of Holded’s budget, while achieving results that impacted every part of the customer funnel. From one single shoot, we delivered:
A documentary
A customer success story
A brand awareness advertisement
A conversion-optimised advertisement
Social media trailers and assets
“We’ve been seeing consistent growth in the customers we are acquiring through YouTube in particular, and we’re 100% confident this is being driven principally by the collaboration between Camping and our in-house creative team. ”
Adding value, making customers care
The structure of our campaigns, the best practices we follow and how we collaborate, are hard-won learnings from years of practical experience with clients like Holded.
This wealth of experience means that Holded are consistently satisfied with the results of our collaboration. As we journey through our projects with Holded, we continue to learn from one another every day, learning from and improving our impact.
“Just advertising” is losing its potency, so we tend to agree with Holded that well-curated video is the best way to create long-term relationships that actually mean something to your community, but Google has a field day with video and it’s infinitely shareable.
Beyond product ads, make sure you’re spending enough time communicating ideas that mean something to your audience, without selling too hard on them. It’s a fine balance, but worth striking.