Atlas Capital Advisors "Team Profile" video
In July 2024, I was recruited as Chief Marketing Officer (CMO) and Chief Creative Officer (CCO) for Atlas Capital Advisors, an innovative Bay Area wealth management company. I had worked with them several years ago when I ran my own creative services agency, RTCS.
Since then, the company had grown significantly. However, despite their leadership’s deep expertise and valuable thought leadership, their YouTube channel was struggling, with most videos garnering only a handful of views.
One of my top priorities as their new CMO was to revamp the channel by increasing the frequency and quality of content. I developed a strategy to spotlight the company’s leadership through documentary-style "Team Profile" videos. These videos were designed to showcase their personalities, backgrounds, and approach, tying it all back to what makes the company truly unique.
To execute this, I conducted and filmed interviews with the company’s leadership team. From the footage, I identified and crafted compelling storylines, then hired an editor to help me put them together. One standout video highlighted our CEO Jono’s pro football background and how his experiences shaped his commitment to excellence, a driving force behind the company’s success.
The results? These videos became the channel’s most successful content ever:
- Achieved 90-96% view duration, far exceeding typical benchmarks where views often drop off after 2-3 minutes
- Garnered 23.7K views in the last three months alone, a significant leap from the previous period’s performance
- Drove a >999% increase in channel views compared to prior years, where videos struggled to gain traction
By bringing forward the personalities behind the company, we’ve not only engaged current and prospective clients but also established a stronger presence in the industry. These high-performing videos have helped exponentially grow the channel and contribute to the company’s continued success.
