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Case study: COGLASCOGLAS

Wunstorf near Hanover, Since 1983

Offering
Warehouse management software (WMS)
Industry
B2B software
Target audience
Mid-sized companies with their own warehouse, online retail, logistics

The key results

5x
more #1 rankings on Google
5 industry terms ranked #1
24x
more #1 rankings on YouTube
24 industry terms ranked #1

+12 ranked #2–3+30 other rankingsBrand-name searches not counted

+73,538
B2B views across the managed channels (LinkedIn, YouTube, TikTok, Instagram, and Facebook) since launch11.3x more YouTube views than in the equally long period before (12,582 vs. 1,113)
Ad valueapprox. €166,012 per yearsaved on ad spend

What ads on Google, YouTube, LinkedIn, TikTok, Instagram, and Facebook would have cost for the same visibility.

No paid ad budget.

Videos from our project with COGLAS

From 80% to 99.9% inventory accuracy — without the inventory drama

The challenge

  • Many similar vendors, so prospects pick on price and COGLAS drops out
  • Ads barely reach small warehouses, so the ad budget burns
  • Trade shows and directories barely deliver leads, so the pipeline runs dry

What we did

  • Showed why COGLAS instead of SAP or Excel, so prospects decide faster
  • Reached small warehouses directly, with no ads and no wasted spend
  • Won new leads through video, so sales no longer depend on trade shows and directories

The team for COGLAS

Every customer needs their own approach. For COGLAS, we put together a team that handled every step of the project:

B2B visibility expert

Creative strategist: develops the visibility strategy, topics and video hooks

B2B copywriter

Writes the scripts and the ad copy for every video

Professional presenter

Stands in front of the camera and delivers the message credibly

On-site video production crew

Shoots at the customer's site, on equipment and products, and with users

camgula video studio

Our own studio for explainer and short videos at consistent quality

B2B video editor

Editing, graphics and subtitles, tailored to each channel

B2B social media expert

Publishes and manages the videos on LinkedIn, YouTube and more

COGLAS is now everywhere:

82.0%
of views come from the Shorts feed — YouTube serves the videos without anyone searching for them
Shorts feed82.0%
YouTube search9.0%
Other sources9.0%
  • B2B decision-makers discover COGLAS while scrolling, not only when they search
  • Every Short keeps working, with zero ad spend

The Shorts discovery power: where the COGLAS channel's views come from

No paid ad budget. Source: the customer's YouTube Studio.

What you see
Viewer retention of the Short on SAP costs
Analytics
Result
Over 75% through second 30
  • Over 100% at the start — viewers replayed the opening
  • The curve stays above 75% until about second 30 of 46
Why it matters
  • Over 100% at the start — the opening is strong enough that viewers rewind
  • High retention in the middle — right where the case against SAP costs is made
  • Strong retention — YouTube shows the video to more people as a result
Viewer retention of the Short on SAP costs
11.3x
more YouTube views than in the same period before

The entire COGLAS channel, with zero ad spend.

Before1
With videos11.3
2.6x
more views from YouTube search on the channel

In the equally long period before, the channel was well below that.

before1
after2.6
from 0 to 17,443
views on a newly built TikTok channel

29 videos, with not a single post before.

+24.8%
more views per TikTok video over the course of the project

The later videos averaged a quarter more than the first ones.

4.4x
more impressions for a video than for an image post on Instagram

Median per post in the same period: 135 vs. 31.

Image post1
Video4.4
6,545
views for the top-performing single video across all channels

“Von 80 % auf 99,9 % Bestandsgenauigkeit”, 4,681 of them on YouTube.

#4 → #1
on YouTube for “e-commerce lager skalieren”

The video “Lager als Wachstumsbremse” overtook all other results.

Search term
“wms einführen”
YouTube search
Result
#1 twice
  • COGLAS video ranks #1 in the video list
  • 2 COGLAS Shorts in the Shorts shelf
Why it matters
  • The same video tops YouTube and Google's video box — double the reach
  • Implementation topic — companies planning a warehouse system search here
  • Close to buying — companies research here before deciding
YouTube: “wms einführen”
Search term
“pflichtenheft wms”
YouTube search
Result
Three Shorts at the top
  • Three Shorts at the top of the Shorts shelf
  • The first video of the series ranks below
Why it matters
  • 3 Shorts at the top — the series owns the Shorts shelf
  • The first video of the series ranks below — the whole series gets visibility
  • Term from the project phase — whoever searches this is selecting a WMS
YouTube: “pflichtenheft wms”
Search term
“wms einführen”
Google search
Result
#1
  • The same explainer video ranks #1 in Google's video box
Why it matters
  • #1 on Google — whoever googles instead of searching YouTube sees COGLAS first
  • One video, two platforms — the same content reaches more searchers
  • Close to buying — companies research here before deciding
Google: “wms einführen”
Search term
“cloud wms einführen”
Google search
Result
#1
  • COGLAS video is a source of the AI Overview
  • COGLAS video ranks #1 in the video section
Why it matters
  • Google cites COGLAS in the AI Overview — the answer comes from COGLAS, not a competitor
  • #1 in the video section — visible twice on a single page
  • Looking for a cloud solution — whoever is planning a new WMS researches here
Google: “cloud wms einführen”
Search term
“lagerverwaltung einführen”
Google search
Result
#1 and #2
  • Explainer video and Short rank #1 and #2 in the video box
  • Directly below the AI Overview
Why it matters
  • #1 and #2 directly below the AI Overview — the first results searchers see
  • 2 videos fill the video box — no room for competitors
  • Close to buying — companies research here before deciding
Google: “lagerverwaltung einführen”
Search term
“lager wachstumsbremse”
YouTube search
Result
#1
  • COGLAS video ranks #1 in the video list
Why it matters
  • #1 — whoever knows the problem sees COGLAS first
  • Problem-focused search — companies whose warehouse can't keep up search here
  • No competitor ahead — COGLAS owns the topic
YouTube: “lager wachstumsbremse”
Search term
“sap excel lager”
YouTube search
Result
First Shorts tile
  • Short is the first tile in the Shorts shelf
  • Another Short further down
Why it matters
  • First tile — the Short is the first thing searchers see in the Shorts shelf
  • Another Short — the series shows up more than once
  • Search term with intent to switch — whoever wants to move off Excel or SAP searches here
YouTube: “sap excel lager”
Search term
“lagerverwaltungssystem”
YouTube search
Result
#4
  • COGLAS video ranks #4 in the video list
  • 1 COGLAS Short in the Shorts shelf
  • About 320 searches per month
Why it matters
  • From outside the top 30 to #4 — previously no camgula video ranked in the top 30
  • About 320 searches per month — the core term of the industry
  • Core term — whoever wants to buy a warehouse management system searches here
YouTube: “lagerverwaltungssystem”
Search term
“lagerverwaltung einführen”
YouTube search
Result
#1
  • COGLAS video ranks #1 in the video list
  • 2 COGLAS Shorts in the Shorts shelf
Why it matters
  • #1 — whoever wants to implement a warehouse management system sees COGLAS first
  • 2 Shorts — COGLAS appears more than once
  • Close to buying — companies research here before deciding
YouTube: “lagerverwaltung einführen”
Search term
“lager wachstumsbremse”
Google search
Result
#2
  • YouTube video „Lager als Wachstumsbremse“ ranks #2 in Google results
Why it matters
  • #2 on Google — the video shows up beyond YouTube too
  • Problem-focused search — companies whose warehouse can't keep up search here
  • Visibility on two platforms — the same content reaches more searchers
Google: “lager wachstumsbremse”

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