Case Study: Social Media Marketing for productionglue

Role: Video Producer, Photographer, Social Media Marketing

Example: a key part of our posting strategy was to share images of our project teams onsite, but because a lot of the work was under NDA we deployed a strategy of capturing them in action in places that didn’t prominently display client branding

When I started at productionglue as a Marketing & Video Intern in 2014, the brand was struggling to develop a voice and suffered from brand parity when compared to competitors at the time. When I was hired full-time as a Photo/Video Content Creator I started to help craft and shift the strategy in close collaboration with marketing leadership (The Director of Marketing, and the President of productionglue) by researching trends and competitors in the industry and by presenting reports and my findings to the team.

It was clear our approach needed to change and we evolved it by embarking on a rebrand. Complete with a new website, new logo, and new strategy for socials.

Challenge:

Example: early productionglue instagram feed circa 2014

Example: productionglue instagram feed post-brand retirement, circa 2024

Approach:

To separate productionglue from their competitors on socials, I researched what other event and experiential agencies were posting on socials and found four themes which would inform our strategy going forward. I presented these findings to our marketing leadership and collaborate with them to develop our video/photo strategy for socials.

  • Our competitors were not posting consistently to any of their channels

  • Our competitors were not taking advantage of carousels

  • Our competitors were not utilizing video as much as they could

  • We did not have a cohesive image or aesthetic on our channels

Using these guidelines, alongside analytics and trend reports from sources like Hubspot and Wistia we would develop series content, behind the scenes content and would post 3-5 times per week, if not more across all platforms.

We would meet weekly and analyze the metrics to course correct where needed and update reports weekly, monthly, and quarterly to guide our content production.

PEEPS In Production:

PEEPS In Production was a series I created in collaboration with our marketing team to engage our audiences across socials by highlighting productionglue teams and staff. The series was a result of feedback and trends observed in reports we utilized for our social strategy. Data showed that mid to long-form video content was growing YoY, vertical uploads jumped 61%, and accessibility was becoming standardized. I worked closely with a team of designers and video producers to generate episodes and coordinate with team members for scheduling interviews and then ultimately, editing the segment together for posting across our channels that included captioning and accommodated multiple delivery formats. We deployed short 30-60 second teasers to platforms like Instagram and TikTok with a link in bio aggregator for folks to watch full videos on our website or Vimeo.

The series provided insights into different departments at productionglue like the Technical Direction and Producing teams, Production Coordinators, and other team members who worked in operations showcasing a diverse collective of team members.

Results:

Before the productionglue brand was retired we increased engagement across all platforms, the one I am particularly most proud of is the audience we built on Instagram which from my start in 2014 to the retirement in 2024 was up 285% in terms of followers. Other stand-out results from our socials strategy are the following:

  • 19K+ total audience on LinkedIn

  • 5.7k+ total audience on Instagram

  • 31k+ total audience across all platforms, 33.2% increase in 2024 alone

  • 105k+ total interactions in 2024

  • 11.4% engagement rate in 2024

As the brand approached retirement in July 2024, I was tasked with making one final video that would be shared to our socials to communicate this major change. To give productionglue a proper send off, I sourced legacy assets from as far back as 2006 when the company was founded all the way through to 2024. Presented here are a mix of photos and videos from through the years. A fitting piece to cap this chapter of my career helping grow this brand.