+42.4%
more reach for videos than for regular posts
On the Heitland page, with zero paid ad spend.
All case studiesCase study: Heitland
Case study: Heitland
Solingen, Since 1921, Around 85 employees
- Offering
- Water, gas and heat meters
- Industry
- Measurement technology
- Target audience
- Municipal utilities and local suppliers
The key results
4x
more #1 rankings on Google
12 industry terms ranked #1 · previously 3
49x
more #1 rankings on YouTube
49 industry terms ranked #1 · previously 1
+29 ranked #2–3+71 other rankingsBrand-name searches not counted
47x
more YouTube views per month than before launch (avg. 1,966 vs. 41.7)
3.2x
more Google searches for “heitland wasserzähler”
Ad valueapprox. €97,556 per yearsaved on ad spend
What ads on Google, YouTube, and LinkedIn would have cost for the same visibility.
No paid ad budget.
- Better conversations in field salesCustomers are already informed by the videos
- Customers bring up the videosMany watch the whole series
- Seen as innovativeAmong existing and new customers
Videos from our project with Heitland
What is NB-IoT? The water metering revolution explained
The challenge
- The value of the pricier ultrasonic meter doesn't land, so demand stays low
- Measurement tech explained only in technical presentations, so every sale needs a field visit
- Barely seen online, so between trade shows Heitland is invisible
What we did
- Showed utilities why ultrasonic pays off, so they choose the premium meter
- Explained complex measurement tech simply, so it sells far more easily
- Made Heitland visible where utilities search, so it's present all year
The team for Heitland
Every customer needs their own approach. For Heitland, 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
Heitland is now everywhere:
+53%
more engagement from the target audience on LinkedIn than other posts on the page
Measured as the share of utilities, municipal utilities and municipalities among all external reactions.
+29.2%
more LinkedIn followers, with zero paid ad spend
Figure for the whole page; trade shows and own posts ran in parallel.
47x
more YouTube views per month than before launch
Before launch, avg. per month1×
Since launch, avg. per month47×
- 11 times as many views in one year as in all previous years combined
- On peak days around 1,200 views, more than previously in two whole years
Heitland's YouTube channel: views before and after launch
No paid ad budget. Source: the customer's YouTube Studio.
20x
more views from YouTube search per month than before launch
Before launch, avg. per month1×
Since launch, avg. per month20×
- 4.8 times as many search views in one year as in all previous years combined
- Strongest search term: “wasserzähler austauschen”
Heitland on YouTube: views from YouTube search
No paid ad budget. Source: the customer's YouTube Studio.
More than tripled
YouTube subscribers since launch
Three times as many subscribers as before launch
before launch1
now3.2
- Search term
- “trinkwasserverordnung 2028”
- YouTube search
- Result
- #1
- Heitland videos rank #1 and #3 in the video list
- 5 Heitland Shorts in the Shorts shelf
- Why it matters
- #1 — every utility searching this term sees Heitland first
- 5 more Shorts — competitors get pushed out of the Shorts shelf
- Search term tied to a deadline — utilities research here before buying meters
- Search term
- “großwasserzähler”
- YouTube search
- Result
- #1
- Heitland video ranks #1 in the video list
- 5 Heitland Shorts in the Shorts shelf
- Why it matters
- #1 — utilities looking for large water meters land on Heitland first
- 5 Shorts — Heitland also owns the Shorts shelf
- Niche term — whoever searches this has a concrete need
- Search term
- “trinkwasserverordnung 2028 wasserzähler”
- Google search
- Result
- First source in the AI Overview
- Google cites a Heitland video as a source of the AI Overview
- Heitland videos rank #1, #3 and #4 in the video section
- Why it matters
- Google cites Heitland in the AI Overview — the answer comes from Heitland, not a competitor
- 3 hits in the video section — competitors get pushed down
- Search term with buying intent — utilities comparing meters search here
- Search term
- “drehkolbengaszähler”
- YouTube search
- Result
- #1
- Heitland video ranks #1 in the video list
- Why it matters
- #1 — seen by every prospect who searches this term
- Technical gas-metering term — whoever types it is looking for a specific meter
- No competitor ahead — Heitland makes the first impression
- Search term
- “vddw code of conduct”
- YouTube search
- Result
- #1 and #2
- Heitland videos rank #1 and #2 in the video list
- Why it matters
- #1 and #2 — the top two results both belong to Heitland
- Whoever searches the code of conduct is vetting suppliers — Heitland shows up as an industry partner
- Competitors rank #3 at best
- Search term
- “nb-iot wasserzähler”
- Google search
- Result
- #1, #2 and #3
- Heitland videos rank #1, #2 and #3 in the video section
- Why it matters
- Top 3 videos — Heitland owns the video section outright
- Emerging metering technology — Heitland comes across as the go-to expert
- Competitors get almost no room in the video section
- Search term
- “wasserzähler austauschen”
- Google search
- Result
- #1 and #2
- Two Heitland videos rank #1 and #2 in Google's short video results
- 1,600 searches per month
- Why it matters
- #1 and #2 — the short videos Google shows are Heitland's
- 1,600 searches per month — a high-volume term, owned without ad spend
- Practical search — whoever searches this is planning a meter replacement
- Search term
- “bleifreies messing wasserzähler”
- Google search
- Result
- #1, #2, #3 and #4
- Heitland videos rank #1, #2, #3 and #4 in the video section
- Why it matters
- The first 4 videos are Heitland's — no room for competitors
- Lead-free meters are a purchasing topic — buyers compare suppliers here
- 4 hits — Heitland looks like the go-to provider on this topic
- Search term
- “nb-iot wasserzähler”
- YouTube search
- Result
- #1 and #2
- Heitland videos rank #1 and #2 in the video list
- 4 Heitland Shorts in the Shorts shelf
- Why it matters
- #1 and #2 — the first results are Heitland's
- 4 Shorts — Heitland is also visible in the Shorts shelf
- Emerging technology — whoever searches this early is planning a purchase
- Search term
- “mehrstrahlzähler”
- YouTube search
- Result
- #1, #3 and #6
- Heitland videos rank #1, #3 and #6 in the video list
- 4 Heitland Shorts in the Shorts shelf
- Why it matters
- #1 — seen by everyone searching for this meter
- 3 videos in the list plus 4 Shorts — Heitland shows up repeatedly
- Multiple placements — prospects can hardly avoid Heitland
- Search term
- “bleifreie wasserzähler”
- Google search
- Result
- #1, #2 and #4
- Heitland videos rank #1, #2 and #4 in the video section
- Why it matters
- 3 hits in the video section — Heitland dominates the results
- #1 — Heitland makes the first impression
- Purchasing topic — utilities compare suppliers here
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