How to Reinvent a 125-Year-Old Company with a Brand Story Video

Introducing a New Generation to a Legend

Established in 1895 (!), Holliston LLC is the USA’s oldest and largest manufacturer and supplier of cloth coverings, though they’re no longer very well known outside of the manufacturing industry.

 

The Challenge:

In order to combat this decline, Holliston needed to modernize its brand, while utilizing new digital channels to gain leads and foster direct communication with their target audience.

Our Approach:

More than half the battle in connecting with customers is having a great brand story. Given Holliston’s long and proud history, we knew we just had to find the right way to tell theirs.

So we developed a brand story video that leveraged existing photography and a voiceover with the gravitas to connect Holliston to its ideal buyers throughout the United States. Then we ran it in campaigns on LinkedIn, targeting industries and job titles relevant to the brand.

The Results:

In just one month, with a Median .15% CTR across all Linkedin ads as our benchmark to beat, here’s how we did: 

CTR (Click-Through Rate): 2.84%

Impressions: 103,223

Video Views: 44,419

 

The Final Word:

A great story well told is always going to be compelling to viewers. By creating a brand story video fitting of Holliston’s legacy, we refreshed their profile for a new generation with a creative asset that raised brand awareness, credibility within their industry, and fostered that most critical trait to which every brand aspires: trustworthiness.