Overview
When Great Lakes Equipment wanted to introduce the Scag Jackal to their market, the objective wasn't simply to create another promotional video.
The goal was to produce advertising creative designed specifically for Meta campaigns—content that could educate potential buyers, capture attention quickly, and move qualified prospects further into the buying process.
Rather than filming generic product footage, the project focused on combining strategic messaging with product demonstrations to showcase why the Jackal solves real contractor problems.
Client
Company: Great Lakes Equipment
Industry: Outdoor Power Equipment & Compact Construction Equipment
Project Type:
- Commercial video production
- Meta advertising creative
- Creative strategy
- Scriptwriting
- On-site filming
- Post-production
- Funnel-based creative variations
The Challenge
Launching a new piece of equipment presents a unique marketing challenge.
Most contractors have never operated the machine.
That means advertising can't rely on brand recognition alone. Instead, the creative must quickly answer questions like:
- What is this?
- Why should I care?
- How does it compare to what I'm already using?
- What jobs is it designed for?
- Why should I buy from Great Lakes Equipment?
For the Scag Jackal, awareness needed to be built before purchase intent could exist.
Our Strategy
Instead of producing a traditional promotional video, we developed advertising creative specifically for Meta's advertising platform.
The strategy centered around three core principles:
1. Education Before Selling
Contractors make purchasing decisions based on capability, productivity, and return on investment.
The creative was scripted to explain practical advantages instead of relying solely on flashy visuals.
2. Talking Head + Product Demonstration
One of the strongest-performing structures for home service and equipment advertising combines:
- A knowledgeable expert on camera
- Real equipment demonstrations
- Fast-paced B-roll
- Clear explanations
- Authentic presentation
This format builds trust while simultaneously showing the machine in action.
3. Funnel-Based Creative
Instead of producing one finished advertisement, the footage was planned so it could be edited into multiple versions targeting different stages of the buying journey.
Examples include:
- Awareness-focused ads
- Product education ads
- Consideration-stage creatives
- Retargeting ads
- Short-form attention grabbers
This gives the client significantly more flexibility than relying on one long-form commercial.
Production Process
Creative Planning
Before arriving onsite, scripting focused on:
- Contractor pain points
- Key differentiators
- Equipment capabilities
- Visual storytelling
- Call-to-action placement
Planning beforehand allowed filming to stay efficient while ensuring every scene supported the overall advertising strategy.
On-Site Production
Filming combined:
- Product walkthroughs
- Operational footage
- Detailed feature shots
- Talking-head segments
- Dynamic movement
- Close-up demonstrations
Every shot was captured with future advertising edits in mind.
Post Production
Editing emphasized:
- Fast pacing
- Clear messaging
- Mobile-first viewing
- Strong opening hooks
- Visual retention
- Multiple deliverable formats
Rather than delivering a single finished video, the project created assets that can continue supporting future campaigns.
Advertising Strategy
The campaign was designed around ideal customer profiles instead of broad audiences.
Creative messaging focused on the contractors most likely to benefit from the equipment while encouraging viewers to visit Great Lakes Equipment's website to learn more.
This approach allows awareness campaigns to generate qualified traffic while simultaneously building remarketing audiences for future advertising.
Expected Business Impact
Although the campaign had only recently launched at the time this case study was written, the strategy was designed to support long-term marketing objectives including:
- Increased awareness of the Scag Jackal
- More qualified website traffic
- Higher engagement from contractors
- Stronger brand visibility
- Increased opportunities for equipment inquiries
- Reusable creative assets for future campaigns
Why Strategy Matters More Than Video Alone
Many businesses invest in video production but never develop a strategy for how those videos will actually generate business results.
For this project, filming was only one part of the process.
Creative planning, audience research, scripting, production, editing, and advertising strategy were all developed together so the finished content could function as a business asset—not just a promotional video.
Services Provided
- Creative Strategy
- Audience Research
- Scriptwriting
- Commercial Video Production
- On-Site Filming
- Professional Editing
- Meta Advertising Creative
- Funnel-Based Video Variations
- Campaign Asset Development