Case study: Ferrum

Schafisheim, Switzerland, since 1917, approx. 800 employees

Offering: Industrial centrifuges and service
Industry: Mechanical engineering
Target audience: Salt, chemical, and process industries worldwide

The key results

7×

#1 rankings on Google and YouTube+2 ranked #2–3+15 other rankings

+76,654

B2B views on the managed channels (LinkedIn) since launch

No paid ad budget.

Videos from our project with Ferrum

Your Maintenance Team vs. ferruCare's 100-Year Database

The challenge

Centrifuges look interchangeable, so Ferrum has to sell on discounts
The value of the premium doesn't land, so margins shrink
The added value only comes across technically, so every deal ties up engineers

What we did

Replaced the price comparison with lifetime cost, so quality tips the scales
Showed every buyer why the premium pays off, so the full price holds
Made the value clear without demos, so sales can scale worldwide without engineers

The team for Ferrum

Every customer needs their own approach. For Ferrum, 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

Ferrum is now everywhere:

1.6x

more shares than Ferrum's own LinkedIn posts

Median per post, on the same page.

second most-shared of the page's 61 posts

“Why We Reject 40 %” with 15 reposts.

reactions from professionals in the target industry

Salt, chemical, and process plants and plant engineering, from the first four video posts.

1.3x

views per Short compared with Ferrum's own Shorts

Median across 5 Shorts each, same period.

16.3x

faster start than a typical video on the channel

130 views in 10 hours versus 8 after 7 days.

typical video (after 7 days)1

our Short (after 10 hours)16.3

of 40 videos: our first Short is the channel's second most-viewed

845 views, just behind #1 with 867.

Search term: “centrifuge overhaul”; YouTube search
Result: #1 and #4; Two Shorts in the Shorts shelf
“Centrifuge Overhaul in Days, Not Months” ranks #1
“3% vs. 33%” ranks #4
Why it matters: #1 for an overhaul search — maintenance managers see Ferrum first
Two Shorts in one shelf — less room for competitors
Project-driven search term — someone is planning a centrifuge overhaul

Search term: “centrifuge service agreement”; YouTube search
Result: #1 and #2; “Your Profitability Formula” ranks #1
“3% vs. 33%” ranks #2
Side by side in the Shorts shelf
Why it matters: The top two spots — competitors drop out of view
Service agreement search — buyers comparing providers look here
Both videos are Ferrum's — two arguments for the same decision

Search term: “centrifuge service cost”; YouTube search
Result: #1 and #5; “3% vs. 33%” ranks #1 in the first shelf
“Avoid the Crisis” ranks #5 in the second shelf
Why it matters: #1 for the cost search — buyers checking service costs see Ferrum first
Present in two shelves — Ferrum shows up again while scrolling
Cost question with buying intent — a budget is being prepared

Search term: “centrifuge downtime cost”; YouTube search
Result: #1 and #4; “3% vs. 33%” ranks #1 in the first shelf
“Avoid the Crisis” ranks #4 in the second shelf
Why it matters: #1 on downtime costs — plant operators see Ferrum's answer first
A second Short further down — Ferrum stays in view while scrolling
Pain-driven search term — people searching have felt costly outages

Search term: “centrifuge overhaul cost”; YouTube search
Result: #1; “3% vs. 33%” ranks #1 in the Shorts shelf
Why it matters: #1 for the cost search — the argument comes from Ferrum, not a competitor
Overhaul cost search term — someone is budgeting a revision

Search term: “salt production downtime”; YouTube search
Result: #1; “Avoid the Crisis” ranks #1 in the Shorts shelf
Why it matters: #1 for a salt production search — Ferrum reaches operators in its core audience
Production downtime search term — the plant is down and someone is looking for answers

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