Brand Research & Analysis

BTY Group’s Video Series: A Case Study in Leveraging the Power of Video Marketing to Build a Strong Market Presence

Gonzalo Alatorre

Founder/Creative Principal, étude Digital

In today's digital age, it is well understood that video marketing has become an essential component of a well-rounded brand strategy. With the power to engage audiences and create lasting impressions, videos are actively being leveraged as branding tools to achieve brand presence, attract top talent, and connect with customers on a deeper level. In this article, we will explore the importance of video in a comprehensive brand strategy, using the BTY Group's recent video series as a case study, and discuss how Etude Digital can help you achieve your branding goals.

BTY Group: Video marketing as a Tool for Building a Strong Market Presence

BTY Group is a professional services firm specializing in providing cost and risk management, project management, and advisory services to clients in the real estate, infrastructure, and natural resources sectors.

With a focus on delivering value and expertise in their industry, BTY Group is committed to helping clients succeed by overcoming complex challenges and capitalizing on opportunities.


A Consistent Voice: The Key to Success

For the BTY Group’s video marketing series, the primary goal was to establish a market presence across Canada and the US, targeting specific regions and sectors while maintaining a consistent voice. As well, this strategy aimed to serve as a recruitment tool for attracting top talent worldwide.


A Conversation Among Intellectuals

To foster a sense of connection and engagement with the viewer, we selected every detail found in these video series (from the music to the graphics and framing of the interviewees in this video series) to fit into our theme of “a conversation among intellectuals.” These videos also look to highlight BTY’s culture of mentorship, entrepreneurial spirit, and, most importantly, giving the young people pushing the company forward their well-earned limelight. This approach allows the audience to gain valuable insights from industry experts. It fosters a sense of community and thought leadership and gains the brand intimacy sought after these days.



In addition to his amazing reserve of patience, the Etude team is relentless in their drive to take ideas in their infancy and turn them into full-blown strategies that foster user engagement and increase brand saliency. They are always approachable and go out of their way to help deliver successful projects involving multiple decision-makers and tight deadlines.

Director Marketing & Communications
BTY Group

Overcoming Geographical Challenges

Given that the videos were filmed across numerous cities in Canada and the US, achieving technical consistency while adhering to a reasonable budget posed a significant challenge. However, through careful planning, creativity, and coordination, we have created a cohesive series that maintains our communication objectives and delivers a consistent message.

Authenticity: The Best Version of Themselves

One of the most crucial aspects of a successful video marketing campaign is authenticity. By ensuring that the speakers in BTY’s video series appear and sound like the best version of themselves, the audience can connect with the brand on a personal level. This authenticity helps build trust and credibility, which is essential to a strong brand strategy. It also has the unintended consequence that when we need to film again, we do not have problems getting people in front of the camera; people are less nervous or hesitant as they know they will look and sound great.


Engaging Stories and The Art of Brevity

In the world of video marketing, brevity is key. The BTY Group’s video series focuses on presenting highly engaging stories that captivate the audience’s attention. By making these videos enjoyable and interesting, they feel shorter than they are, which keeps viewers engaged and encourages them to explore more of the brand’s content.


Etude Digital: Your Partner in Brand Strategy and Video Marketing

At Etude Digital, we understand the importance of a comprehensive brand strategy that includes every aspect of a client’s brand touchpoints, including video marketing.

Video Marketing is important, but it is another piece in the complex machine of marketing

As a brand strategy-first digital and creative agency, we understand and leverage the power of a consistent voice in your brand strategy, regardless of the touchpoint – video is just another crucial factor that demands a well-thought-out and deliberate approach.

Click the link below to learn more about our services and how we can help you stand out in a market saturated with sameness. Act now and unlock the full potential of a comprehensive and consistent brand strategy!

We will obsess about your business, and you will love working with us.

Email us at or call +1 (604) 739-1915 and unlock the full potential of a comprehensive and consistent brand strategy!

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Gonzalo Alatorre

Founder/Creative Principal

AKA “El Presidente” - Gonzalo Alatorre is credited with discovering the Rolling Stones 40 years after everyone else.
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