What do you do when you’re asked to create content for a video campaign featuring five clients in three states? Pack your bags and hit the road! That’s just what we did when the upper midwest marketing team from Marsh McLennan Agency (MMA) approached us about producing a corporate video series to highlight the agency’s industry practice groups.

As one of the largest insurance brokers in the country, MMA strives to meet the risk prevention and insurance needs of middle market companies across the country. Through participation in industry practice groups, MMA producers offer specialized resources and solutions that set them apart from their competition. Recognizing the value of the expertise provided by these practice groups, the marketing team wanted to create a series of story-driven films told from the perspective of those best suited to speak to the value of working with MMA: their clients.

Elements of MMA’s Video Campaign

The goal of the campaign was to attract new clients by positioning MMA producers as partners who understand the unique business needs of their clients and offer the resources they need to protect their businesses now and in the future. The MMA team envisioned using the content in a variety of ways, including on website landing pages, across social channels, and at industry meetings and events. The project included three main deliverables for our team:

1. Industry Practice Group Stories

The industry practice group stories were at the heart of the campaign. These 3-4 minute videos explored the unique needs of clients in five target industries: agribusiness, life sciences, construction, manufacturing, and senior living. Each story focused on one client-broker relationship to highlight MMA’s capabilities and expertise. Interview footage of the MMA team members and their clients was interwoven with beautifully shot footage of the team at work to visually connect how choosing a broker impacts the real world experience of their clients.

2. Social Videos

To ensure they reached the widest audience, the marketing team planned a social media campaign around the industry practice group series. To meet their content needs, we produced five social media videos on the same themes as the industry practice group stories. More than simply cut-downs of the longer videos, however, these short form pieces told unique stories drawn from the wide-ranging interviews we conducted.

3. Client Clip Kits

As a “thank you” to the clients who agreed to participate in the project, we put together highlight reels to use on their websites and social media. This small gesture was a token of goodwill and helped maximize MMA’s investment in media.

The campaign was overwhelmingly well-received thanks in no small part to the creativity and hard work of the MMA team. Their thoughtful roll-out strategy and commitment to quality ensured an amazing result. In fact, the video series won a Communicator Award for Excellence in the B2B category!

How to Design Your Video Campaign

The MMA campaign was a hit because the team had a clear vision for what they wanted and a defined strategy for how and where they would use the video content. If you’re designing a video campaign for your organization, here are some other tips to consider: 

Set Clear Objectives

Start by clearly identifying what you want to achieve with your video campaign. Whether it’s raising brand awareness, driving sales, educating your audience, or promoting a new product, having specific objectives will guide your creative decisions.

Identify Your Target Audience

Understand who your target audience is, their demographics, interests, and preferences. This information will help you tailor your video content to resonate with them effectively.

Craft a Compelling Story

Develop a captivating and emotionally engaging story for your video. Outline a script or storyboard that aligns with your campaign objectives and effectively communicates your message.

Keep It Engaging

Attention spans are short, so aim to create concise and engaging videos. Hook your viewers in the first few seconds to grab their attention, and maintain their interest throughout the video with compelling visuals, storytelling, and pacing.

Plan your video content

Break down your message into key points and create a script or outline for your video. If necessary, consider storyboarding to visualize the sequence of shots and ensure a coherent flow of information. Keep in mind the attention span of your target audience and aim to create content that captures their interest quickly.

Incorporate Storytelling Techniques

Tell a compelling story that resonates with your audience. Use emotional appeals, relatable narratives, or humor to connect with viewers on a deeper level. Consider the power of storytelling elements such as characters, conflict, resolution, and a strong call-to-action.

Optimize for Different Platforms

Adapt your video content to suit various platforms and screen sizes. Ensure the video is optimized for mobile viewing, as mobile devices are widely used for video consumption. Additionally, consider platform-specific requirements, such as aspect ratios, video lengths, and captioning for social media platforms.

Promote and Distribute Strategically

Develop a distribution plan to reach your target audience effectively. Utilize social media platforms, email marketing, paid advertising, influencers, and other relevant channels to promote your video campaign. 

Track and analyze performance

Monitor the performance of your video campaign using analytics tools. Measure key metrics such as views, engagement rates, click-through rates, conversions, and audience demographics to gain insights into what worked well and what can be improved for future campaigns.


Finally, we have one last tip for you. Designing an effective video campaign involves careful planning, creativity, and strategic thinking, but don’t forget to have fun with the process! We collaborated with a wonderful team, explored new cities, and met a group of incredibly kind and generous clients in the months we worked on this series. We truly enjoyed working on this project – and that’s reflected in the final product.

Like What You See?

Interested in learning more about how video content marketing can positively impact your marketing, communication, or presentation strategy? Give us a call or send us an email. We’d love to hear from you.

About the Author

Lori Dowd

Lori Dowd is an award-winning filmmaker and founder of StoryTrack Studio. For over 20 years, she has directed and produced programming for a range of corporate, non-profit, online and broadcast partner/client.