Pihla Group has commissioned OneMinStory for a continuous video production series focused on marketing Tiivi windows and doors, particularly on YouTube. During the contract period, OneMinStory will also handle the video publishing and optimization of Tiivi’s YouTube channel. Tiivi offers a top-quality domestic window range and certified installation services, primarily for consumer customers. OneMinStory and Pihla Group have previously collaborated on various projects, and for the first time, videos are being produced under a continuous production program. The first videos of the contract period were published on YouTube in June 2022. Since the launch of the video releases, Tiivi has also reached top positions on Google search for key terms, and the videos have garnered thousands of organic views.
Groundwork Helps Start in the Right Direction
Minna Keränen, Industrial Business Director & Marketing Director at Pihla Group, commented: “Video is an important part of how we serve our customers. What has been especially valuable in this experience is the thorough groundwork done with OneMinStory to create the plan. We have also gained much-needed consumer-centric insights for video planning and execution, and we are extremely satisfied that we decided to get involved in this project.”
Each video features a Tiivi employee with specific expertise on the topic at hand. Although appearing on video can feel daunting, all participants have bravely stepped forward when asked.
“The so-called employee ambassador role and taking on the position of a visible thought leader through video are also part of the marketing goals,” says Minna Keränen. The performances are supported by professional direction and scripting. With data and feedback, the videos and the continuous production process are constantly being refined.
Fast-Paced Release Schedule – For Both the Audience and YouTube’s Algorithm
The release pace is relatively fast, with a new video being published at least once a month, optimized for YouTube. This approach aims to serve both the audience and secure the leading position for the topic area on YouTube, considering both algorithms and audience perception. Publishing on YouTube has been proven to positively impact discoverability on Google search, both for the videos and the company’s website.
Straight to the Point
The content of the videos is centered around serving the customer. The videos do not shy away from business-sensitive topics, such as what a window renovation actually costs, or alternative options like repairing the windows yourself.
OneMinStory also handles video publishing, as well as the optimization and monitoring of Tiivi’s YouTube channel during the contract period. There are effective yet often underutilized tools for optimizing YouTube content, which, when used correctly, can help a video designed for YouTube to be discovered by interested users on the platform, even years after its release. This evergreen quality is especially notable in the world of social media, where the typical lifespan of a post is anywhere from hours to a day.
Multichannel promotion is not overlooked, as separate social media clips are produced from each Tiivi video to promote the full videos on Tiivi’s other platforms.
