Totectors

Williams Boot Paid Campaign Content

The Client: Totectors

Totectors, a premium safety footwear brand, approached us for the launch of their latest product, the Williams boot. Known for their stylish yet highly functional boots, Totectors offers a range of designs from traditional work boots to trainers resembling the Nike Air Force One silhouette. As a part of the International Brands Group, Totectors benefits from a rich heritage of manufacturing footwear across various industries, including healthcare and the military, as well as owning the popular brand Hi-Tec.

The Client: Totectors

Totectors, a premium safety footwear brand, approached us for the launch of their latest product, the Williams boot. Known for their stylish yet highly functional boots, Totectors offers a range of designs from traditional work boots to trainers resembling the Nike Air Force One silhouette. As a part of the International Brands Group, Totectors benefits from a rich heritage of manufacturing footwear across various industries, including healthcare and the military, as well as owning the popular brand Hi-Tec.

The Brief

Totectors wanted us to create a user-generated content (UGC) style video featuring an influencer’s review and experience with the new Williams boot. The challenge was to maintain the authentic feel of UGC while delivering high production value. This content was aimed at driving engagement on social media and leading potential customers to purchase the boots directly from the manufacturer’s website.

The Brief

Totectors wanted us to create a user-generated content (UGC) style video featuring an influencer’s review and experience with the new Williams boot. The challenge was to maintain the authentic feel of UGC while delivering high production value. This content was aimed at driving engagement on social media and leading potential customers to purchase the boots directly from the manufacturer’s website.

The Process

We enlisted Carl Chance, a well-known social media influencer and high-end carpenter in the construction industry. Carl’s genuine expertise and following made him the perfect choice to authentically review the Williams boot.

To ensure Carl’s review was as genuine as possible, we sent him a pair of Williams boots ahead of the shoot. This allowed him to wear and test the boots in his daily work, providing him with real experiences to share.

The shoot took place in our studio, where we created a visually engaging set with creative lighting to enhance the production quality. While we had a rough script, we encouraged Carl to speak freely about his experience, maintaining the authentic UGC feel.

In addition to the primary video content, we filmed b-roll footage to complement Carl’s dialogue, showcasing the boots in action. We also captured high-quality images to add value and provide additional assets to the client.

To maximize the reach and effectiveness of the campaign, we produced several versions of the video. These ranged from longer formats for detailed reviews to short, punchy clips suitable for social media platforms. The primary objective was to use these videos as lead generators for paid social media activations, directing viewers to Totectors’ website to make a purchase.

Various concepts were explored, including modifying the cistern to provide visibility, but we found this approach unsatisfactory. Instead, we devised a dedicated rig that allowed the product to be displayed from every angle, with a focus on showcasing its features. We believed plumbers would readily understand the product’s purpose without seeing it in an actual toilet cistern.

The production involved intricate lighting, dramatic aesthetics, dynamic camera movements, and a model demonstrating the product’s installation in a quick, compelling manner. Alongside the video content, we generated still images that could be employed for social media, instructional guides, and step-by-step installation tutorials.

The Process

We enlisted Carl Chance, a well-known social media influencer and high-end carpenter in the construction industry. Carl’s genuine expertise and following made him the perfect choice to authentically review the Williams boot.

To ensure Carl’s review was as genuine as possible, we sent him a pair of Williams boots ahead of the shoot. This allowed him to wear and test the boots in his daily work, providing him with real experiences to share.

The shoot took place in our studio, where we created a visually engaging set with creative lighting to enhance the production quality. While we had a rough script, we encouraged Carl to speak freely about his experience, maintaining the authentic UGC feel.

In addition to the primary video content, we filmed b-roll footage to complement Carl’s dialogue, showcasing the boots in action. We also captured high-quality images to add value and provide additional assets to the client.

To maximize the reach and effectiveness of the campaign, we produced several versions of the video. These ranged from longer formats for detailed reviews to short, punchy clips suitable for social media platforms. The primary objective was to use these videos as lead generators for paid social media activations, directing viewers to Totectors’ website to make a purchase.

The Deliverables

Video Content: Several versions of a short-form vertical video for social media, featuring Carl Chance’s authentic review and b-roll footage.

Photography:* A series of high-quality images showcasing the Williams boot, providing additional visual content for Totectors’ marketing efforts.

Outcome

The shoot was highly successful, completed within a half-day in the studio. The deliverables exceeded the client’s expectations, resulting in excellent feedback and excitement for future collaborations. The high-quality, authentic content not only boosted engagement on social media but also effectively drove potential customers to Totectors’ website, supporting their sales goals.

Our collaboration with Totectors for the Williams boot launch demonstrated the power of combining authentic influencer content with professional production quality. By focusing on real experiences and visually appealing assets, we helped Totectors enhance their social media presence and engage with their target audience more effectively. This project highlights our ability to create impactful content that resonates with both the brand and its audience in the competitive construction industry.

Lets Talk

Whitebridge Industrial Estate, Stone, ST15 8LQ

03456 461810

studio@dissidentagency.com

Werner Co Big Wipes – Campaign Video and Imagery
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