The Challenge

Professional IT support firm: investing in high-quality videos but no one watching. 2-minute video perceived as “long advertisement” (viewers drop off immediately), zero ROI (resources spent generating almost no engagement), invisibility (despite expertise, unseen by potential clients), stagnant leads (phone not ringing). Trapped in high-quality but ineffective content cycle.

The Approach

Complete transformation aligning with modern viewing habits: (1) Deconstruct monolith (series of 6, 10, 20, 30-second videos testing engagement), (2) New creative direction (humor, shock, absurdity = pattern-interrupt, visceral tech frustration scenes like head-against-computer, laptop-smashing), (3) Direct immediate CTA (“Computer problems? Call us now”), (4) Leverage platform algorithms (under 30 seconds = YouTube Shorts discovery feed). Directive: “funnier for engaging or just more absurd to set people’s attention.”

The Results

Massively increased viewership (short, shareable, algorithm-friendly format breaks invisibility), higher engagement/brand recall (humorous/shocking = memorable, encourages re-watches/shares), funnel of qualified leads (capture attention at peak frustration moment = phone rings), data-driven model (2-month experiment reveals best lengths/concepts for continuous optimization). From polished invisible experts to attention-grabbing go-to problem solvers.

The more efficient system wins. Always.