How our strategy helped a fast-growing homebuilder turn one video ask into a strategy and follow-on work
A fast-growing homebuilder asked for one animated video. The audit turned it into a two-stage video strategy scoped to its production hours.
Situation
A fast-growing homebuilder came in asking for one video with high-quality animation. Behind the request sat a bigger goal: communicate the brand’s values, stand out in the market, and drive traffic to the website and landing page.
Task
Deliver what was asked, but check what was needed: audit how video was working in the category, then scope a strategy the brand could actually produce with the hours it had.
Action
We unpacked the brand’s own video usage and its competitors’ to see what the requested style would achieve and where the real openings were. The findings reframed the brief: not one video, but a two-stage system. I built a TOFU and MOFU video strategy with content pillars and a clear purpose per stage, awareness content to earn attention and consideration content to build trust and pull viewers to the site, then briefed production against the client’s remaining hours.
- TOFU · AwarenessAnimated stories that earn attention
- MOFU · ConsiderationValue and product content that builds trust
- The siteTraffic to the website and landing page
Result
From a single video request, the brand got a full video strategy, an achievable production project scoped to its existing hours, and a set of future projects already teed up. One ask became a plan, and proof that answering the goal beats answering the ticket.
