The General Building Contractors Association (GBCA) in Philadelphia focused on video as a core element of its 2019 We Built This Skyline campaign. A series of nine 1-2-minute video vignettes outlined the association’s resources and services, covering GBCA’s history, its educational and professional development opportunities, safety, and more. The team incorporated a message of diversity into the videos, with a diverse lineup of interviewees.
These videos were shared in GBCA’s email newsletter as well as each of its social media platforms. On Instagram, the team shared an ongoing photo essay featuring construction activity to help viewers understand the skilled work that goes into building the city’s structures. The association also partnered with a local TV news station to produced three sponsored content segments, which aired during Saturday morning newscasts. Each segment featured GBCA members and highlighted the strength of union construction in the Philadelphia region. The campaign achieved about 30,000 impressions with its nine videos while the news segments racked up nearly 119,000 impressions and 7,900 social engagements; GBCA’s Instagram following grew 257%.