Tweaq
Marianne Routier
Overview 🔎
Tweaq is a B2B prop-tech startup that created the world's first smart self-disinfecting door handle.
When I started working with them, they weren't using short-form video content and needed a *real* boost on social media. Engagement and impressions were low, and as they are a startup in fundraising, brand awareness was one of their main goals.
They also needed to target their content towards facility managers and smart real estate investors to get noticed by them and potentially sign distributorship contracts.
Problem & Solution 🤝
As impressions were low, I decided to craft a content strategy focused on short-form video content to get more reach. We created a TikTok account and repurposed the videos on Instagram and YouTube.
After a few months of targeting our content and optimizing it on TikTok, we started seeing some results and hit our first million views. Shortly after, distributors reached out to Tweaq, and they ended up signing distributorship contracts, generating more than $50K in revenue.
Here's how Tweaq helped me achieve those results
• Complete trust in my expertise and creativity
• Collaboration in the videos
On LinkedIn, we leveraged the personal brand of the CFO to help them get calls with potential investors.
Process 🛣
Most people probably think that a B2B product - a self-disinfecting door handle - is not interesting. So I made it entertaining!
I created content that was relatable to people, and that would spark conversation. Then I edited the videos in a certain way: zooming in and out, dynamic captions, effects, and trending audio sync, ... to keep the viewer engaged!
I worked around 3 different content pillars: the product itself, the smart technology and startup content.
This allowed us to get a higher engagement and vary the topics covered! I also involved the team by giving them instructions and guiding them through filming videos.
On LinkedIn and Instagram, I repurposed the TikTok videos and leveraged all forms of content: carousels, static posts, stories, polls & articles.
Articles on LinkedIn increased our page views by 52%, and we entirely targeted facility managers and Search Engine Optimized.
Results 🎁
11 months later, Tweaq is still one of my clients and together, we have generated more than 8M views across social media channels and $75K+ in revenue.
For 2023, we focus on growing the company's YouTube channel by implementing monthly vlogs and podcasts.
Here is what they have to say about my services 🗣️
"We have been working with Marianne for a couple of months, and we couldn't be happier with our results. Marianne rapidly understood how Tweaq functions and could identify where improvements should be made. Instantly we had better content and more accurate messaging across the social media platforms. Meraki's strategy is paying off as our pipeline grows with potential customers.
Marianne's knowledge of TikTok allowed us to reach millions of people within a few months, generating new leads and distributor partnerships!"
Giovanni Barilla
Tweaq's CEO
Takeaways 📣
Viral content is sexy. But it's not the key. However, if it happens, it's the cherry on the cake!
What truly matters is how you will target your content towards your ideal customer and get him to book a call with you.
The key to this type of success is also to strategize your funnel. For Tweaq, it was TikTok, signing up for a newsletter and finally booking a call with the sales team.
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Posted Nov 30, 2022
Tweaq is a prop-tech startup that developed a smart self-disinfecting door handle. I create content for them on TikTok, LinkedIn, YouTube and Instagram.
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