Having seen success with written customer testimonials in the past, Smokeball evolved their approach by pairing video testimonials with Thought Leader Ads — a powerful combination of trusted voices, peer influence and visual storytelling.Together, they produced a three-minute video.This was cut down into 30-second clips that George and Abi were invited to post on their LinkedIn Page. Smokeball then promoted these posts as Thought Leader Ads, using Matched Audiences to ensure that they reached the right audience at scale.To maximise mileage from the video, Smokeball created multiple formats (both horizontal and vertical) and a variety of cutdowns centred on different ways Smokeball has made Empire Legal more productive.They also translated the video content to other content formats including blogs, written case studies and sales assets.