LUUM: Content For Lead Generation
LUUM partnered with FantasticVoyage.tv to drive email opt-ins and direct inquiries for their “Find Your Brand” workshop via a seven-video social campaign. Over a six-week end-to-end production, organic deployment across Instagram, LinkedIn, and TikTok yielded 50–100% completion rates and a clear uptick in high-quality leads.
The Challenge
Start-up founders often struggle to articulate a clear, differentiated brand narrative — and LUUM needed a scalable way to both inspire awareness and capture contact info for workshop sign-ups. With only around 500 Instagram followers and no paid advertising budget, the core question was: how do we turn casual social media scrolling into meaningful email opt-ins?
Understanding the audience
Our first step was to get inside the heads of early-stage entrepreneurs. These founders are time-pressed, skeptical of “fluff,” and crave clear proof that a branding workshop will move the needle. We learned that they respond best to real voices—peers who’ve “been there”—and bite-sized insights they can absorb on the go. That insight shaped everything from our interview questions to the pacing of each reel.
The Idea
Armed with those audience insights, we conceived a two-pronged creative approach: elevate credibility through genuine participant testimonials, and spark curiosity with a behind-the-scenes peek at the workshop’s energy. By pairing these social-centric stories with a single longer “sizzle” for the website, we aimed to guide viewers from casual interest to the moment they click “Sign Up.”
Our Approach
Social-first creative strategy
We chose to film in a social-style format—short, vertical-first shots with quick pacing—to match the native behaviors on Instagram, TikTok, and LinkedIn. By leaning into authentic, handheld moments and natural soundbites, we ensured each video felt at home in the feed rather than “advertorial.” This approach maximized relatability and encouraged viewers to stop scrolling.
A six-week production sprint
Weeks 1–2 focused on collaborative storyboarding and participant prep, shaping concise interview prompts that spoke directly to founders’ pain points. During weeks 3–4, our crew captured both on-camera testimonials and behind-the-scenes footage in a single two-day shoot to keep the schedule tight. In weeks 5–6, we edited down to punchy two-to-three-minute reels, layered in a driving music bed, and added subtle motion-graphics for a polished yet organic look.
Native distribution and cadence
Each asset was optimized for its primary platform: a 16:9 sizzle reel for LUUM’s website and six vertical 9:16 clips for social feeds. We recommended a weekly drop schedule—backed by GIFs and static CTAs—to build momentum, though LUUM ultimately posted more sporadically. Despite that, the native formatting and platform-friendly style drove completion rates between 50% and 100%.
Results
Across all seven videos, completion rates ranged from 50% up to 100%—a strong signal that viewers were watching through to the end. On Instagram alone, our assets collectively amassed plays, while LinkedIn and TikTok each added significant organic reach. Although exact email-opt-in and direct-inquiry numbers weren’t formally tracked, LUUM reported a noticeable spike in the quality of leads coming through their workshop landing page, with more founders expressing genuine readiness to attend. Several attendees later noted in post-workshop surveys that the videos were the catalyst for their sign-up—underscoring the campaign’s ability to both inform and motivate action.
Takeaways for Sales-Focused Brand Films
Consistency builds momentum
Dropping new content on a reliable, weekly cadence—backed by supporting GIFs and static CTAs—turns one-off impressions into sustained engagement, making it easier for viewers to remember and act on your message.
Our Role
Strategy
Content Strategy
Social Strategy
Audience Research
Media Consulting
Blend grit with polish
Authentic footage builds trust; balanced with professional production, it underlines credibility.
Design
Art Direction
Visual Design
Motion Design
Creative Direction
Embed strategic CTAs
Weave calls-to-action into the narrative arc so viewers move seamlessly from engagement to inquiry.
Content
Copy Writing
Video Production
Photography Production
Post Production
Sound Design
Music Production