Discovery and Research
Before our video marketing agency started any projects with Shepherd Neame, extensive research was carried out to find the most impactful way the video marketing strategy could work. This involved looking at a number of competitors to see gaps in their current digital marketing and analysing how video could be improved or filled in their failings. Developing on this our creative video production team could suggest ways that Shepherd Neame could stand out from the crowd. Given the wide array of restaurants they have to offer, it was decided to focus the digital marketing campaign on the individual charm each pub and venue had to offer. We knew the fantastic food and drink was enough to attract local patrons, so our videos needed to expand that reach to new customers to maximise social media video production.
Define and Plan
At the time Shepherd Neame was mainly focusing on word-of-mouth, low level social media video production and non-sponsored posts. We wanted to make sure that any posts of Shepherd Neame that were seen, reflected the atmosphere that these venues had to offer, as well as the individual uniqueness each venue had. We wanted to show them full of customers; sat at tables and the bar, enjoying the fantastic food and drink Shepherd Neame had to offer. By using video to focus on the patrons enjoying themselves, as well as spotlight features on their cornerstone food items, we could ensure the uniqueness of these venues was being displayed across a variety of digital platforms.
We also created product based films which include their Cask Club where they introduce a new cask ale each month, drink launches, events and delicious food to drive their social media video production strategies. We also noted that these products, and the venues themselves can only be appreciated fully when in the room, so our video production company made sure to create video content that would convey this to their audience.