CASE STUDY > 2024 EXPLAINED

Well-timed marketing video that got 300k+ views ORGANICALLY.

Well-timed marketing video that got 300k+ views ORGANICALLY.

Team

Me, for CallHub

My Role

Video Editor

Duration

Nov 2024

CONTEXT

We’re not going back!


It was election day, and everyone in the company had our eyes fixed to the screen. You see, our company works with progressive political clients from the US, and so we had our fingers crossed that Kamala would win. ( Spoiler Alert: She didn’t)

THE DRAMA IS STARTING TO HEAT UP

PROCESS

American Politics is a reality show...


And I was inspired by the excitement surrounding it to make a video on the subject. I knew it was a juicy topic and would do well, all I needed was the right format to frame it in.

And so I went looking...

USING OUTLIERS TO FIND A SUITABLE FORMAT

The “Recap” format worked well for us, as it showcases the highlights of the Presidential Race.

The “Recap” format worked well for us, as it showcases the highlights of the Presidential Race.

The “Recap” format worked well for us, as it showcases the highlights of the Presidential Race.

The Power of Formats


At this time, our YouTube channel had only 250 subscribers, so it was critical our video had as wide a reach as possible. One way of doing that is by using formats, something relatable that people would watch regardless of the creator. By using the “Outliers” method, we were able to identify the “Explained”/”Recap” format would work best for us.

Now that we’ve settled on a recap style video, it was time to write the script.

LINEUP OF VIDEO

Embracing my inner Danny Boyle


I asked ChatGPT to generate a chronological list of “moments” of both campaigns. There was a lot more that happened than what we showed, but we had to curate them into one gripping narrative. Also, I am a big fan of Danny Boyle’s news montages from “Jobs” (2015), so I used that style for the video. A story told through news snippets. I also used key moments like the shooting to break the rhythm of the video.


After seeing the 1st Draft, I got some invaluable feedback from my peers to include more of the Democrats. This had slipped my mind because Trump’s wild nature ensured he’s always the center of attention.

Honestly, why are you still reading? Go watch it now! →

Outcome

Believe it or not, the first 12 hours it barely got any views.

I actually redid the thumbnail 4 times before something finally clicked.

You can read more about that in my Thumbnail Case Study

But once we crossed that bridge, the views started to pour in. This was the first time a video of mine blew up, especially in long-form, and I spent the entire night refreshing the view counter :D Yayy!

LOVE FROM SLACK

340k+

Views till date

6.4%

Highest CTR

750+

Comments

4.7M+

Impressions

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