This document outlines a video and social media strategy for a co-working space brand. It proposes creating three sets of videos ("Hero", "Hub", "Hygiene" models) to attract new viewers, engage existing subscribers, and target interested users. For the Hero model, it suggests a comedy series highlighting problems of working elsewhere. The Hub model is a 5-part web series following a startup using the co-working space. Hygiene videos would be listicles of co-working perks. It also details a social media plan using generic and brand posts 1-2 times per week to engage audiences and promote features.

1. VIDEO CONCEPT AND CORRESPONDING SOCIAL MEDIA

2. WHY WE NEED A VIDEO STRATEGY
HERO, HUB, HYGIENE STRATEGY
THE HERO MODEL
CONCEPT FOR VIDEO 1
THE HUB MODEL
VIDEO CONCEPT
THE HYGIENE MODEL
SOCIAL MEDIA – 1 WEEK PLAN
GENERIC POSTS
BRAND POSTS
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INDEX

3. One of the best ways to make people recognise our brand is to promote it using
video ads. But that’s what every other brand does too. And when people come
to know that a video is a boring ad, they immediately skip it or stop paying
attention. So what can we do to stand out in the market?
A unique way of approaching video ads is to make them entertaining and
engaging so that the viewers remain engrossed in the video.
We create a set of videos which entertain our viewers while also subtly
highlighting the features and advantages that our co-working space offers.
WHY WE NEED A VIDEO STRATEGY

4. The Hero, Hub, Hygiene strategy is a content strategy for
YouTube videos which ensures a high reach, user
engagement, and the growth of a channel.
HERO, HUB, HYGIENE STRATEGY

5. The main purpose of using the Hero Model is to get our brand into the limelight
by putting out great content which helps attract new viewers and subscribers.
The content of Hero Model has to be highly relatable and shareable. Since
people are already very busy and often caught up with their lives, the videos
which lighten their mood are liked and shared by them on a large scale. Which
is why light comedy as a genre fits our purpose perfectly.
We thought of making an interesting series of ads for the Hero model. These will
revolve around the problems one faces when he/she is working in a cafe, their
home etc. instead of a designated office space. We highlight the problems in an
interesting way and conclude the video by subtly promoting that when people
work at our co-working space, they don’t face all those problems. Which is
exactly why people should now switch over to co-working spaces to work
peacefully.
All the problems that we cover will be highly relatable.
THE HERO MODEL

6. We start the video with a scene inside a corporate office.
A man is passionately presenting an idea to an investor.
We suddenly hear the loud crying of a baby. The investor looks
in a direction, and the man gets awkward. We reveal that
there’s a baby sitting on the table. Right then the entire office
setting changes to a cafe setting where we see the investor and
that man on one table, and a kid crying on another table. The
baby’s mother is trying to make him quiet.
“For easy and ‘cry-free’ work spaces, switch to Our Brand.”
The baby throws his milk bottle and it hits the investor.
CONCEPT FOR VIDEO 1

7. The treatment style would be short, crisp and quirky. The humour
in the video won’t be very ‘in the face’ but subtle. There'll be good
use of awkward silences in all of our films. All the videos will
conclude with our branding and a voice-over stating why
co-working is the solution to their work-space problems.
References:
http://adsoftheworld.com/media/film/takeawaycom_office
Scene transition reference - 0:29 seconds
https://www.youtube.com/watch?v=WeZiLqsuaso
TREATMENT

8. The Hub Model is primarily used to ensure user engagement with our
current audience or subscribers. The purpose of this model is to interact
with our audience and keep them coming back for our content after
they’ve discovered it. These videos will be regularly posted and will have
something that will keep them on their toes, something which makes
them look forward to our upcoming videos, something which they’d love
to share with their friends.
We thought of creating a web-series based in the environment of a
co-working space. We tell an interesting story about a start-up (also a big
part of our target audience - start-ups, young people, and freelancers)
and take the viewers through a journey showcasing how exactly a
company is formed and what all it takes to run it successfully. We create
a 5 episode series, where in each episode we show a problem faced by
this start-up, and eventually reveal that the solution lies in one of the
features of our co-working space. Thus we keep the viewers engaged in a
fictional story but also subtly promote the features of our brand.
THE HUB MODEL

9. To ensure that we reach a wide audience, we’ll keep the web-series light
hearted and funny. We show the journey of a start-up and take the viewers
through the process of what goes behind setting up a company.
A bunch of guys have just started a company and they decide to move to a
co-working space in order to save money and increase efficiency. After
they’ve shifted to our space, we show the various struggles they face - the
struggle to name their company, hiring people, getting clients, meeting
deadlines and executing their projects as a team.
We launch 5 episodes, and each episode highlights a problem which the
company faces. Their problem is solved by one of the features that our
space offers. Thus we promote our brand and its features in a subtle yet
effective way.
VIDEO CONCEPT

10. The look and feel of the series would be fun, young, and
full of life. The videos will always look colourful and never
dull, just like the way it is when people work at our
workspace.
Reference:
https://www.youtube.com/watch?v=xcUHB9n8Kws
TREATMENT

11. Hygiene Model is again used to target new users, but specifically those who
are already interested to know about our brand, the services we provide, or
the whole category in general.
For instance, if somebody searches about co-working on YouTube, the
hygiene model will be used to target that person.
For this we thought of sticking with the listicles video format, where in we
make a video in pointers which showcases different things related to
co-working with respect to our brand.
For e.g. 7 things you experience when you first work at a co-working space:
i. It is surprisingly peaceful
ii. It saves you money
iii. It's the best place to get instant feedback
iv. Networking at its best.
…..and so on.
THE HYGIENE MODEL

12. We also not only give information, but we present it in a playful and fun way
which ensures the interest and attention of the viewer. We do this by
showcasing people working at our workspace. So while our audience gets
informed about the video topic, they also keep observing how convenient it
is to work at our brand's workspace.
THE HYGIENE MODEL

13. The video will be fast paced and in the form of pointers. There'll be supers
on screen to show the main pointers. The text boxes will have a visual
language that will be consistent throughout all the videos to ensure a high
brand recall.
References:
https://www.youtube.com/watch?v=ersKIF2rWCs
https://www.youtube.com/watch?v=l8NrwgGmP_I
TREATMENT

14. Our strategy on social media would be an extension of the Hero, Hub,
Hygiene content strategy. Our social media posts will mainly be categorised
into two parts – Generic posts and Brand Posts.
SOCIAL MEDIA – 1 WEEK PLAN

15. Generic posts will be used to engage our audience with our brand. The content of
the post is related to a general or trending topic (Topical posts). But what makes
them stand out is the way the brand has been incorporated around the generic
idea. This enables the brand to get people’s attention.
For instance, during a cricket tournament, we make posts on the best batting
partnership the game has seen. Linking the partnership aspect of their batting to
co-working. A picture of two batsmen talking on the pitch with the copy –
“When you co-work, you work better.”
Another example: During the launch of a TV-Series, we take pictures of the
characters who work together (or make their illustrations) with supporting body
copy related to co-working. E.g. in the TV Show Breaking Bad, the lead pair Walter
White and Jesse Pinkman were very popular. So we showcase their chemistry, and
relate it to co-working. Copy -
“Great things are possible when you co-work.”
Our brand’s logo and tagline is present in every creative to enhance brand recall.
GENERIC POSTS

16. Brand posts are usually informative posts used to highlight the features or services
the brand offers. This is done in order to remind the audience about the brand
and what it provides. Again, to increase the brand recognition and brand recall.
An example of a brand post could be, a post showing the photographed interiors
of the co-working space along with a headline which highlights a benefit that the
co-working space offers.
For instance, a post with the photo of a man peacefully working in a corner.
The headline says – ”Work in peace.”
We post 5-7 such posts (Generic+Brand) in a week since over posting might
appear as spamming and work negatively for our brand. The number of posts a
day can increase during special occasions like festivals or celebration days.
BRAND POSTS

17. THANKS!
Presentation By
Rahul Singh
Design Credits
Navneet Madhok