Smalling Masonry, chimney sweep
Sweep season.
A one-minute spot that shows exactly what a chimney sweep involves and who shows up to do it, made in time for the first cold night.
The challenge
Almost everyone who uses a fireplace should book a sweep every year, and almost nobody thinks about it until the first cold night, when every sweep in town is already booked out.
The brief
Smalling is on one of our omni-channel marketing packages, and a quarterly content shoot comes standard. Every quarter we go back out with the crew and shoot for the seasons and offers coming up next, so their ads never go stale.
Heading into fall, that meant one spot for one service: something that makes a sweep feel simple, trustworthy and worth booking now, running on Meta while there was still room on the calendar.
The idea
Show the work. Earn the call.
Made for Smalling
Brand film
From the latest shoot
Every season, a new shoot.
One content day this fall, and fresh video and stills for their ads, their site and social. A few frames from it.
How we built it
Not a one-off production. It’s what one shoot day in a normal quarter turns into when it’s planned around what’s coming next.
01
Every quarter
Each quarterly shoot is planned around the season and offers coming up next. For fall, sweep demand spikes the week it gets cold, so sweeps went on the shot list.
02
On the job
One real sweep and inspection, start to finish. The Smalling crew, their van, a real customer's house. No actors, no stock.
03
The cut
A :60 that walks through what a sweep actually involves, plus shorter cutdowns built to stop the scroll on Meta.
04
In market
Placed on Meta ahead of the cold snap, so the phone starts ringing while there's still room on the schedule.
Good questions.
What is a quarterly content shoot?
Once a quarter, Wilbur spends a shoot day on-site with a client's real team and real jobs, then turns that footage into fresh videos and stills for the season and offers coming up next. It keeps ads current without stock footage or a separate production budget.
Is the quarterly shoot an add-on?
No. A quarterly content shoot comes standard in Wilbur's omni-channel marketing packages. This chimney sweep spot for Smalling Masonry came out of one of those shoots.
When should a chimney sweep company start advertising?
Before the first cold snap. Sweep demand spikes the week temperatures drop, and by then most schedules fill fast. Getting video live in late summer or early fall lets campaigns learn and book jobs while there is still room on the calendar.
Why shoot on a real job instead of using stock footage?
People book the crew they can see. Showing the actual technicians, van, and process builds trust that stock footage can't, and it gives every ad a clear, recognizable face for the business.