Thriving with Video-Based Content

Learn how AdPipe transformed the Caterpillar dealer’s social media strategy with fast, easy video content

Holt of California

Industry:
Construction‍

Headquarters:
Pleasant Grove, California

Vice President of Strategic Services:
Kim Lightfoot

Key Statistics:

Stat 1: 1700% increase in Instagram motion-based content

Stat 2: 220% increase in LinkedIn motion-based content

A Legacy 90 Years in the Making

Holt of California has been a key Caterpillar equipment distributor on the West Coast since they were founded in 1931. The company sells and services a broad array of equipment, including construction tractors, forklifts, and agricultural equipment. They also rent out equipment to contractors.

The business is customer-centric and frequently checks in with buyers and the Sales Department to understand what its customers want and need. This focus has helped Holt of California grow its customer base over time – the company now employs 800 people and covers 16 counties throughout California.

Kim Lightfoot is the Vice President of Strategic Services at Holt of California, a role that puts her in charge of several departments, including Marketing. She works hard to align Sales and Marketing so that the two complement each other, with Marketing bringing in sales and Sales informing marketing materials.

The Goal

Holt of California wanted to be able to reach customers where they are – whether that’s Instagram, TikTok, or YouTube. The trend, the team noticed, was moving towards video and content with movement. As Kim put it, “When it’s animated content, it captures the eye.”

The Marketing team wanted a way to add more movement to their posts on social media. “Simply put, our marketing team is intended to help our division sell machines, parts, and service,” Kim said. And movement was increasingly the way to do that.

The Challenge

The trouble with movement-based content is that Kim and her team wanted to respond to trends and events in a speedy way. Finding assets that worked for videos or short movement-based content was difficult, since the content was saved on a shared drive with limited searchability.

Once they found the assets, Marketing had to create the actual content, which involved planning visuals and copy to go along with it. Ultimately, the process was time-consuming and made it challenging to frequently share video content, let alone A/B test content to try to iterate and improve on it.

Going with AdPipe has created an opportunity for us to create content that’s more meaningful for what [we’re] looking for.
Kim Lightfoot, Vice President of Strategic Services

The Solution

According to Kim, “To me whatever we use to create our team – the tools, the people – it’s all important.” And one of the tools Holt of California has come to rely on is AdPipe. AdPipe unblocked Marketing’s workflows, allowing them to create more movement-based content and offering several clear benefits:

  • It simplified A/B Testing. AdPipe allows the Marketing Team to quickly create copies of assets so that they can make variations on a message or design, allowing them to test which movement-based assets are performing best.
  • They have assistance in writing copy. Holt of California put AdPipe’s AI Copywriting tool to use, finding the right text to go along with the posts for their videos and motion-based graphics.
  • It’s easier to find content. With AdPipe’s AI-powered search, Marketing can quickly find the graphics and videos they need to create content, instead of searching through mountains of content to find just the right moment.
  • They can plan further ahead with AdPipe’s content creator. Another benefit of the rapid content creation is that Kim’s team can plan more efficiently, developing social posts weeks ahead of schedule using the content creator tool.
You’re seeing more activity with our digital campaigns than we’ve ever had before; you’re seeing more conversions than we ever had before.
Kim Lightfoot, Vice President of Strategic Services

The Results

It didn’t take long for Holt of California to significantly boost their motion-based content. In the year before they started using AdPipe, Marketing posted one video on Instagram. Last year, they posted 17. The change is true for their LinkedIn traffic as well – prior to AdPipe, the team had 10 motion-based posts. With AdPipe, they’ve been able to share 32 motion-based posts – a 220% increase.

Kim attributes the shift to AdPipe’s ease of use. “You create content. I just don’t know any other way to put it. You’ve got video pieces, you’ve got content – boom! Done, and it’s out there. It’s as simple as that.”

AdPipe’s simplicity has allowed Marketing to work much faster, giving them more time to plan. Kim said, “Not that we weren’t meeting deadlines before, but now we can be really proactive in getting things out and planning way far ahead to have a better strategy.”

This extends to A/B testing as well. Previously it would take so long to create motion-based content that it wasn’t practical to produce multiple versions for testing. But since search, copy, and content creation are so easy with AdPipe, Marketing has been able to craft different versions of ads to test on social.

“This tool has allowed us to be real adaptive to conditions changing rapidly,” Kim said. “You know, with digital, you’ve got to have it out there to measure it. But when you change, you’ve got to change quickly. If you can’t change quickly, you become irrelevant.”

With AdPipe, Holt of California is staying relevant and moving faster than ever before.

Key Takeaways

Item 1: A/B test motion-based content to find out what works best

Item 2: Iterate quickly to keep up with trends

Item 3: Choose a tool that lets you search and find assets easily

Get in touch and start differentiating your brand with motion