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Turntide Technologies Builds Brand Awareness with Video Storytelling
A Case Study:
Brand videos help Turntide raise funds, boost sales, and find the right engineers
Turntide Technologies was founded in 2013. It is a rapidly growing company, developing technology to accelerate the decarbonization and electrification of energy-intensive industries like transport, buildings, and agriculture. Cutting back on emissions from buildings and transportation alone could cut over 50% of global emissions. Turntide sees motor inefficiencies as an opportunity for large-scale change.
In 2019, Turntide began a partnership with Freethink Media to build brand documentaries to introduce this young California based company to global investors. Its goal was to show investors and potential customers its smart-electrification and automation vision. Freethink learned about the Turntide business model and company mission, and built two videos that help tell Turntide's story.
Turntide Technologies brand videos are available across many media channels and online platforms. Freethink built a digital distribution plan to find investors interested in earth-friendly, decarbonizing motor technologies.
Amplifying the Brand:
Introduction to a global investor audience through video storytelling
This brand documentary features the vision of Turntide’s CEO, Ryan Morris. He acknowledges that we can’t live without buildings or transportation, so Turntide wants to bridge the divide between building a robust economy and saving our planet, by reinventing the motor.
As a use case example, the video also takes an in-depth look at a BMW manufacturing plant in South Carolina. This plant saw energy savings of about 80%, but without sacrificing any production issues. BMW used Turntide’s smart automated motor software, which delivers electrical current more precisely, eliminating wasted constant current. Turntide believes that implementing this level of energy-saving at scale could help decarbonize the world economy.
This video follows the CEO of Turntide, Ryan Morris, as he explains how reinventing the motor can greatly limit greenhouse gas emissions. Ryan Morris discusses how decarbonization of the economy is the single biggest public health and business challenge of our time.
Here are a few scenes from the fast-moving brand introduction video, The Power of Net Zero. This introduced investors to a young, fast-growing company.
Turning "Insider Speak" into a Story
Positioning Turntide Technologies as a motor industry leader
This video, The Motor Revolution, is more technical. It focuses specifically on motor advancements and application. The switched reluctance motor is a climate tech breakthrough. It was once only used in applications like nuclear power plants, where motor life had to go for decades without energy waste. But Turntide is perfecting this motor, increasing the energy efficiency of buildings, transport, and in agriculture.
With this video, Turntide's goal was to drive brand awareness, and to position the upstart company as the industry leader in delivering sustainable business solutions at scale. Freethink developed a premium documentary that unpackages a disruptive technology, and demonstrates how its application is revolutionizing an antiquated industry. See full KPI results of The Motor Revolution below.
While The Power of Net Zero introduced Turntide to investors, The Motor Revolution explains how a reimagined switched reluctance motor actually works. It appealed to engineers interested in this technology. It was the top performing video on YouTube in 2020 in the sponsored content category.
Here are a few scenes from video #2, The Motor Revolution. This video was a big success across media channels and has 1.3 million views. It explains how legacy motors in vehicles, air conditioners, and in industrial applications are based on a 19th century design, and due for an upgrade.
Quantifying the Impact of a Brand Video:
Key Results
The Motor Revolution quickly became one of the more successful brand documentaries that Freethink has produced. This technical video allowed Turntide to expand on its story, and tell more about the partnership with BMW. It showed investors that switched reluctance motors can save manufacturers millions of dollars. Turntide signals that its focus is buildings and agriculture for now, but has an ambitious roadmap to apply its technology to aerospace and appliances in the future.
Engagement
5x increase in inbound leads
7.4% click-thru rate
17K likes, comments, shares
Views
300K+ completed views
1.3M total views
Sales Conversions
5x increase inbound leads
Turntide saw a 5x increase in its daily inbound leads, which it attributed to the Freethink campaign
Fundraising
Turntide leveraged this video in its fundraising efforts, ultimately helping them to close a Series B round early.
Human Resources
This video became an asset to hit Turntide's competitive hiring goals in the Bay Area, growing employee count from 100 to 300 within the year
Recognition
Top performing sponsored video on YouTube in 2020 and a Silver Telly Award Winner
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Showcase Why Your Brand's Work Matters
Capturing a brand’s story and optimizing its viewership and impact is our specialty. In addition to producing custom content, our team builds a unique distribution plan to reach the right people and meet your organization's goals. Whether your business aims to drive awareness, raise funds, shift public perceptions, or inspire action, the team at Freethink Media is eager to help.
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