OBJECTIVES
True Refrigeration is a renowned global leader in the commercial refrigeration industry, supplying cutting-edge products to more than 100 countries.
With an already impressive global footprint, the company sought to enhance brand awareness, increase engagement, and support its sales team across key international markets, including the UK, Europe and the Middle East.
Purpose Media’s challenge was to create a range of engaging, high-quality video content to not only elevate True’s branding but also support its sales efforts.
The content needed to position True as a leader in the industry, showcase the scale and expertise behind its products, and help the sales team convert prospects into customers with persuasive, visual storytelling.
STRATEGY
Purpose Media’s video team worked closely with True Refrigeration to craft a comprehensive video content strategy which would resonate with the company’s global audience.
The strategy involved creating a wide variety of video content, from promotional materials, website content and event highlights to educational pieces, case studies and product launches.
This variety would ensure the sales team has a wealth of content that can be tailored to different customer needs, enhancing the overall sales process.
Since 2017, Purpose Media has produced hundreds of videos, addressing customer pain points and highlighting True Refrigeration’s expertise. This diversity has not only helped showcase True’s wide-ranging capabilities but also provided numerous assets for ongoing campaigns.
As part of the collaboration, Purpose Media also supported the creation of True’s new studio at Goldthorpe. The video teams’ expertise was integral in curating the space, from advising on the technical aspects to collaborating on the space’s design. This studio has since become pivotal for producing high-quality video content for future campaigns.
RESULTS
The high-quality, impactful video content has played a crucial role in building True’s reputation and supporting its sales process. These videos, showcased across social media, websites and in presentations, have helped to significantly increase engagement.
The volume of video content produced has provided the company with a rich library of assets. Footage has been repurposed to create case studies, educational content and promotional materials, optimising content for multiple channels and amplifying its reach.
With a global presence, the content has been adapted for different regions, including language edits for non-English speaking territories, ensuring that the messaging resonates across diverse markets.
Supporting the True team at high-profile events and showcasing the company’s product launches has also proven an effective way to expand the brand’s visibility.
As Purpose Media continues to support True’s growth, the video strategy remains a key part of the company’s broader multi-channel marketing approach.
