We Are Retail

The Illinois Retail Merchants Association (IRMA) needed a way to reshape public perception of retail in Illinois. Although retail accounts for one in four jobs statewide, its cultural and economic impact is often overlooked. IRMA sought a series of documentary-style hero videos that would humanize small businesses, highlight their contributions, and anchor a statewide campaign built to inspire consumers, job seekers, policymakers, and local communities. Each video needed to be emotionally compelling while also serving strategic goals around awareness, education, and reach.

Bottle Rocket Media developed a data-informed video and distribution strategy. Using keyword research and platform trends, we selected 100 Illinois retailers, including Music Box Theater, Pagoda Red, Bloomington Spice Works, Reach Yoga, and Music Makers, to represent the state’s diversity. Our approach allowed for each story to resonate emotionally while also gaining visibility across YouTube, Meta, TikTok, LinkedIn, Google, and more.

The creative concept centered on authentic, documentary-style storytelling. Each video captured the voice, passion, and purpose of a local business, revealing how these retailers shape neighborhoods and preserve community culture. The overarching theme, “We Are Retail,” created a cohesive narrative focused on the people while emphasizing retail’s role as a community anchor.

Our lean production team traveled across the state to film interviews, b-roll, and environmental visuals that showcased each retailer’s identity. We maintained a consistent visual language across all videos, using warm color grading, natural sound design, and subtle motion graphics. Post-production delivered 2–4 minute hero films supported by short-form versions for paid and organic social distribution. All videos were optimized with keyword-rich titles, descriptions, and thumbnails to increase organic reach.

These hero videos contributed significantly to the overall “We Are Retail” campaign's impact, with 32 million video views statewide, 43 million impressions across all platforms, 21.3 million completed views, a 348% increase in YouTube visibility and subscribers, and 423% organic traffic growth and a 707% increase in branded search. The series became a foundation for IRMA’s renewed public presence, proving how data, storytelling, and strategy can work together to change perceptions and drive measurable B2B results.