the project.
Video content outperforms any other type of social media content there is, it can grow audiences, engage the community and turn views and clicks into sales. This is why, when we held a PR event for American cult skincare brand Heritage Store in London, we made sure that we captured every moment of it in video format in order to be able share it with Heritage Store's social media community, giving people a glimpse of the new range of products that would be going into store, as well as an insight into what goes on behind the scenes of a product launch event. The video added a new dimension to the Heritage Store brand and we were able to increase search visibility by using headlines, descriptions and hashtags to optimise the video for search, which helped to improve the brand's ranking on Google. The video proved to be a big hit with the social media community with more than 8k organic views, with 25% of people clicking through to the retailer's website.