IRONMAN 4X4 CONTENT & STRATEGY
CASE STUDY (2025)
ANIMATION • EDITING
SOCIAL MEDIA MARKETING
FUNNEL STRATEGY • CREATIVE DIRECTION
Client
IRONMAN 4X4 AMERICA
Overview
This is a collection of social media content (primarily for Meta) to highlight marketing strategy and growth; ranging from promotions targeted for conversion (bottom of funnel) to organic for a broader audience (top of funnel).
Over this period of time, our marketing shifted from strictly paid/mid-bottom of funnel for conversion to integrating more top of funnel content for exposure and engagement.
Timeline
9 months
Project Scope
I was tasked with creating the concepts for each, then storyboarding, animating, and scheduling them. Afterwards, I tracked analytics on how well each performed to inform future action for creative. This included reach, impressions, retention rate (first 6 secs of each reel), and other KPIs.
Execution
The more polished assets were intended for sales conversion, and were edited with higher end software. The more raw assets were created primarily with a phone and were intended to be for entertainment and heavy engagement with a broader audience.
Conclusion
The bottom funnel CTA pieces yielded an average of 1-2% conversion rate, while the top of funnel reels gained increasingly higher to eventually record engagement levels — 3 videos exceeding 90k views!
Collaborators
Chris Miller (IM4X4 VP of Content): Videography, photography, and assistance with concepts.
Katherine Abraham (IM4X4 Marketing Director): Messaging.
Clorycce Witteborn (IM4X4 Content Creator): Videography and IM4X4 logo animation.
My Role
Development of creative, copywriting, videography, editing, scheduling, and analytics.
IM4X4 History (Carousel)
Mid funnel content; a carousel to highlight the lesser-known history of the company’s founder and how he survived the Holocaust in Germany and started IM4X4 in Australia.
This post yielded our second highest carousel engagement (non-collab): 29k views, 137 likes, 25 link clicks to the website, 28 shares, 23 comments, 11 saves, and 2 follows.
My role: creative direction, copywriting, graphics.
View the original post here
The Value of Bumper Crash Safety (Carousel)
Mid funnel organic content highlighting the importance of aftermarket bumpers for saving you money and in some cases, your LIFE. Features a true story from a customer, insight into how they are produced, and a video detailing the crash test process.
This post yielded our highest carousel engagement yet (non-collab): 20k views, 174 likes, 119 link clicks to the website, 21 shares, 15 comments, 9 saves, and 5 follows.
My role: creative direction, creating graphics, and adding messaging.
View the original post here
St Paddy's Day Sale Promos (Carousel)
Bottom funnel organic content highlighting a few promos for the month of March.
My role: creative direction, copywriting, graphics
Foam Cell Pro Kits Promo (Carousel)
Mid-to-bottom funnel content; promoting the flagship suspension line of Foam Cell Pro kits, specifically for the new gen. Tacomas. Wanted to highlight the “set it, forget it” DVP of the product and how it stacks up against the competition.
For bottom funnel organic content, This post yielded surprisingly well carousel engagement: 7,093 views, 41 likes, 13 link clicks to the website, 1 share, 11 comments, 2 saves, and 2 follows.
My role: creative direction, messaging, creating graphics.
View the original post here
Don't Build for the Internet (HEIT Format Carousel)
Mid funnel content; concept is taken from a Hook→Educate→Illustrate→Teach format (c. Sam Gaudette) to bring customers in in an intriguing way, educate them, and teach them something unique, with the prospect of them returning to buy. AI-written concept with visuals I selected to go with them; focused on leading customers to durable and reliable suspension, over just pure performance.
My role: creative direction, creating graphics.
View the original post here
IM2.5 Suspension Launch
Bottom funnel organic content created for launch day; detail footage from AUS team. Messaging to end squeaking (cart) noise for a smoother, more comfortable ride.
My role: creative direction, editing clips, creating graphics, and adding messaging.
View the original post here
Suspension Showdown: Aftermarket vs. Stock
Middle of funnel content highlighting the power of aftermarket suspension over stock. This was demonstrated on two 4th Gen. Tacomas for a ride along where guests could feel the difference themselves.
My role: creative direction, editing clips, creating graphics, and adding messaging.
View the original post here
Black Friday Camping Gear Promo
Paid ad from a series of 4 product ranges; messaging focused on product value with offers added on as a sweetener.
My role: creative direction, editing clips, creating graphics, and adding messaging.
Free Reco Traks Promo
Paid ad; bottom of funnel promotion to boost suspension and bumper purchases.
My role: creative direction, editing clips, creating graphics, and adding messaging.
View the original post here
"When You've Found Friends That Say Yes"
Organic top of funnel content; yielded highest engagement rate EVER for Meta channels — increase of 700% WoW; over 127k views, 9.2k likes, 1.8k shares, 141 follows, and 350 saves. Goal of having relatable content for audience with broad text hook.
My role: creative direction, taping and editing clips, and adding messaging.
View the original post here
SEO Clusters: Tacoma Front Bumper Options
Mid-to-bottom funnel organic and paid content; after some gap analysis on content we needed to address for search results, we created a series of 15 “clusters”. This one addresses searches for “Toyota Tacoma Front Bumper: Winch Fitment + Sensor/Crash Considerations” so the content is focusing on the main offerings for Tacoma front bumpers and their features.
My role: creative direction, editing b-roll clips, voiceover, and adding messaging.