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Case study: £30k+ revenue generated from 400k YouTube video views

Muck-Truck is the market leader for electric and petrol powered wheelbarrows. Designed and developed in the UK, Muck-Trucks are built for seamlessly moving heavy materials and are recognised globally in the construction and landscaping sector. With over 5 powered wheelbarrows and micro-dumpers to choose from, each Muck-Truck has its own specialist qualities and features.

The Challenge

Increase brand awareness and generate product demand.

One of Muck-Truck’s main business goals was to generate desire and demand for their products. They wanted to achieve this goal by increasing their brand awareness and demonstrating the features and capabilities of their products.

They wanted to reach out to their target audience and a potential new audience by showing how their products can be used in sectors other than the usual construction and agriculture sectors. However, due to the plain nature of the industry, getting traditional press coverage of their products outside of trade publications was proving difficult.

The Solution

Reach a new potential audience with an influencer marketing campaign.

To solve this issue and generate the demand that Muck-Truck wanted, we undertook an influencer marketing campaign within the demand generation aspect of our growth framework. For the influencer marketing campaign, we worked with the well-respected RedBull athlete, Matt Jones, who has an engaged audience of over 700k Youtube subscribers. Connecting the Muck-Truck products to a well-respected influencer with a good reach within an adjacent industry would create desire within a new potential audience who may not have heard of or considered Muck-Truck products in the past. This would also inspire the audience and demonstrate that the Muck-Truck products can be used for purposes outside of their usual industry.

The influencer marketing campaign involved the creation of two videos for Matt’s Youtube channel which featured the Muck-Truck products. This demonstrated the features and benefits of the products in an unforced review style. We wanted to demonstrate that one of the main benefits of the products is that they require less physical work due to their electric or petrol motors. Matt was able to demonstrate this benefit by easily using the products in the videos even though he was recovering from a sports injury and surgery.

Sherie Kibic

Sherie Kibic Marketing & Branch Manager

We would like to say a big thank you to Contrast for coming up with an awesome idea about meeting Matt Jones. The video he made which highlighted the Max-truck generated £30k in sales and 400K YouTube views which is amazing!

We still get inquiries and sales that came from Matt Jones's video. Hopefully, we can make more projects like this in the future. Thank you very much. Moving to your company is one of the best decisions we made!

The Result

Over £30k generated in revenue from over 400k YouTube views.

Working with an influencer meant we were able to reach a large new audience for Muck-Truck. Within a week of the two influencer videos that featured the Muck-Truck products going live on Matt’s Youtube channel, the videos had received over 400k views.

Demonstrating the features and capabilities of the Muck-Truck products within this campaign also created an increase in brand awareness. This can be seen by the 47% increase in brand searches for the week the videos went live compared to the previous week.

This increase in brand awareness then developed into demand for Muck-Truck products. Muck-Truck gained 10+ machine sales from around the world, as well as extra parts sales, all which can be directly attributed to the influencer marketing campaign. Due to Muck-Truck products being high-ticket items, 10+ sales brought in over £30k in revenue.

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