Mount Roofing needed to educate infrastructure stakeholders contractors, builders, industrial procurement heads about the technical edge and cost benefits of its roofing solutions. Static creatives had limited engagement among commercial intent audiences.
Approach:
Recro Mediabeing the best Video Marketing Services agency designed a two-stage video ad funnel on LinkedIn and Facebook, targeting:
Informational Intent: Video explainers showcasing PEB technology, durability, and energy efficiency benefits
Commercial Intent: Case studies and site walkthroughs highlighting project delivery timelines and cost savings
Execution Highlights:
30-sec LinkedIn videos for B2B awareness (PEB design, insulation benefits)
Facebook video carousels featuring factory-to-site delivery stories
CTA-led videos for inquiry generation from industrial buyers
Retargeting viewers who completed 50%+ of videos with lead gen forms
Results:
54% increase in lead volume from commercial decision-makers
62% view-through rate on LinkedIn for technical explainer videos
39% conversion from video viewers to qualified inquiry on Facebook
Enhanced sales team support with educated leads from Tier 1 and Tier 2 zones
Impact: Video storytelling helped Mount Roofing simplify a complex product, moving viewers from awareness to inquiry in a high-ticket B2B landscape.