Imagine posting on social media for months, only to hear crickets. That’s where Jamison Group, an Australian mining consultancy, found themselves. After taking a four-month break from posting, their updates barely hit 15 likes or comments—a frustrating reality for any business trying to stand out online.

Within three months, their engagement skyrocketed by 300%. How? By swapping generic posts for focused, high-quality videos that actually resonated with their audience. This isn’t a story about viral fame or flashy budgets. It’s proof that even in niche industries like mining, the right video strategy can turn overlooked content into a conversation starter.

Here’s how Jamison Group partnered with Viewix to rebuild its social presence, outperform competitors, and turn LinkedIn into its top lead generator—no influencers or gimmicks required.

Meet Jamison Group

Jamison Group has been a trusted name in mining for over 25 years. They help companies worldwide work smarter, safer, and more sustainably—like boosting equipment productivity by 19% or helping mines cut carbon emissions throughout Australia.

But online, their story wasn’t getting through. After taking a break from social media, their posts (think charts and press releases) barely got at least 20 likes or comments. While their teams were solving big problems at mine sites—like reducing waste or saving water—their social feeds felt outdated compared to competitors.

The challenge? Use video to show real people behind their innovations—not just data. They wanted mining leaders to see their expertise in action, not just on paper. 

Crafting the Perfect Video Strategy

To improve their social media presence and achieve measurable results, Jamison Group partnered with Viewix to design a comprehensive, results-driven video strategy. Together, they developed a four-stage process to create, optimise, and promote impactful social media video content.

1. Identifying Goals

Every successful campaign starts with clear and measurable objectives. For Jamison Group, the focus was on three key goals: 

• Boosting engagement: Increase likes, shares, and comments to deepen interaction with their target audience. 
• Establishing thought leadership: Position Jamison Group as an authority by sharing valuable insights and industry expertise. 
• Expanding reach: Grow their audience and outperform competitors, even those with larger social media followings. 

By aligning the video strategy with these specific goals, the campaign stayed focused on creating content that delivered measurable value.

2. Crafting Engaging Content

The next step was creating video content designed to grab attention and provide value. Viewix worked closely with Jamison Group to produce a variety of engaging, visually appealing videos that resonated with their audience. These included: 

• Thought leadership interviews: For example, the video “Innovations in Sustainable Mining” featured in-depth trends and actionable insights tailored to their niche. 
• Behind-the-scenes footage: These videos showcased Jamison Group’s consultancy workflows, offering viewers a sneak peek into their processes. 
• Data-driven case studies: Designed specifically for LinkedIn, these videos demonstrated Jamison Group’s ability to solve complex client challenges, backed by real results.

The focus was on storytelling. Instead of directly promoting their services, the videos provided useful information, demonstrated expertise, and connected with viewers on a personal level. Combining professional visuals with authentic messaging kept the audience engaged and encouraged them to take action.

3. Platform-Specific Optimisation

Not all social media platforms work the same way, so the video content was tailored to suit each platform’s unique algorithm and audience preferences: 

• LinkedIn: Videos targeted a professional audience and highlighted thought leadership and case studies. Each post included short, insightful captions summarising the key points, paired with attention-grabbing thumbnail images. 
• Facebook: Shorter, visually dynamic video edits were created for Facebook, accompanied by conversational captions designed to encourage shares and comments. 
• Instagram: Quick, engaging reels were developed to showcase behind-the-scenes moments and share practical tips. This style performed especially well with Jamison Group’s followers on this platform. 
• TikTok: Fun, relatable snippets highlighting Jamison Group’s workplace culture helped expand their audience and connect with a younger, more casual demographic. 

Optimising for each platform ensured the videos reached the right audience in the most effective way possible.

4. Promotion and Timing

Creating great content is only half the battle. To maximise impact, Jamison Group and Viewix developed a promotion strategy to ensure the videos were seen by the right people at the right time. Key promotional tactics included: 

• Timing posts strategically: Videos were scheduled for peak hours when their target audience was most active on each platform. 
• Using paid ads: Targeted ad campaigns helped amplify video reach, attract new followers, and boost brand visibility. 
• Engaging with the audience: Jamison Group’s team actively engaged with viewers by replying to comments, answering questions, and fostering a sense of community around their content. 

This combination of organic engagement and paid promotion ensured the videos not only reached a wider audience but also built strong connections with their followers.

Results That Speak for Themselves

Jamison Group’s shift to strategic video content didn’t just move the needle—it shattered expectations.

Tripled Engagement

Social media interactions soared by 300%, jumping from an average of 12–15 likes/comments per post to 45–55. Their most popular videos, like a behind-the-scenes look at mine safety innovations, even cracked 100+ engagements—proving technical content can spark conversations when presented authentically.

Reaching the Right People

In three months, their videos doubled in total views and impressions. More importantly, they connected with mining executives and sustainability leads—the exact audience that matters. New followers included decision-makers from major firms, with several reaching out directly to discuss projects.

Punching Above Their Weight

Despite having 10x fewer followers than a key competitor, Jamison Group’s engagement rate per follower was 20x higher. Translation: targeted, value-driven videos outperformed flashy, generic posts from bigger players.

In Their Words

“We’ve outperformed competitors with much larger followings. The consistent, high-quality video content has made all the difference.”

What Can Your Business Learn from Jamison Group?

Jamison Group’s 300% engagement leap wasn’t magic—it was strategy. Here’s how any business, big or small, can apply their winning formula:

1. Teach, Don’t Sell: People scroll past ads but stop for value. Jamison Group’s videos tackled real industry problems, like “Reducing Water Waste in Mining” instead of pitching services. Actionable tips build trust, making followers see them as experts, not salespeople.
2. Match Content to the Platform: A polished LinkedIn video won’t work on TikTok. Jamison Group kept LinkedIn videos under 2 minutes with captions for silent viewing, while repurposing clips into Instagram Reels with quick tips. Hashtags like #SustainableMiningAustralia targeted niche audiences.
3. Consistency Beats Perfection: Posting weekly (even simple clips) built momentum. Followers knew when to expect new insights, turning casual viewers into engaged regulars.

Your Next Steps

• Start small: Film a 60-second team interview or customer testimonial.
• Repurpose: Slice it into platform-specific clips (e.g., 15 seconds for TikTok).
• Track & tweak: Use free tools like LinkedIn Analytics to see what sticks.

Remember: You don’t need a big budget—just a clear plan. Jamison Group’s turnaround started with one video. Yours could too. 

Take Your Social Media to the Next Level

The Jamison Group case study proves the power of video in transforming engagement and driving real business results. Are you ready to create stunning social media videos that deliver measurable results? Contact our team at Viewix today to start crafting a strategy tailored to your business goals. Together, we’ll help you stand out and smash your engagement targets. 

Jeremy Farrugia