April 2026 · Blackwoods x Ivory Media
A strategic, done-for-you social media and video content partnership designed to take Blackwoods from where you are to where the brand deserves to be.
A Quick Hello
Really appreciate you both jumping on the call. We've been thinking about Blackwoods a lot lately and put this together specifically for you. The goal isn't to sell you on something you don't need. It's to share what we'd build, how we'd build it, and let you decide what makes sense from there. Here's what we're walking through.
Where Blackwoods sits today versus competitors and category leaders.
A decade of Blackwoods, Workhorse and Prosafe content. Plus the Workhorse stats.
Where the brand could go on socials and what's possible from here.
Three content pillars and the engine that turns one shoot into a month of content.
Specific series mapped for Blackwoods. Named, formatted, ready to build.
What one shoot day actually produces, broken down piece by piece.
A sample monthly content calendar built from the series.
Real client work, real numbers. Blackwoods, UNSW, CNH and more.
Three options if you want us to run it. Or take this and build it yourself.
Where We're Starting
Before we talk about what's possible, let's look at where things sit today. We pulled Blackwoods' Instagram alongside three brands worth watching: a direct competitor, a smaller player doing it well, and the gold standard. There's a real opportunity here to leverage Blackwoods' brand authority and bring it to life on socials.
Blackwoods
@blackwoodsaus
Huge brand authority, lots of headroom on socials.
RSEA Safety
@rseasafety
Direct competitor running campaigns, not just posts.
Hardware & General
@hardwareandgeneral
Smaller player, Reels-first, people-led content.
Bunnings
@bunnings
The gold standard for AU trade and DIY social.
68
Total posts on Blackwoods' Instagram. The brand authority is there, the content opportunity is wide open. We've been part of producing some of Blackwoods' best video work over the last decade. This is the chance to bring the same quality to the social side, consistently.
Why Organic, Why Now
There's never been a better time to invest in real, original organic content. Four things are happening at the same time, and they all point in the same direction.
01
Paid media is getting more expensive every quarter. CPMs are up across Meta, LinkedIn and Google. The brands winning right now are the ones not relying solely on ads to drive reach. Organic content lowers your blended cost of customer acquisition over time.
02
People are tired of polished ads. They want real workers, real sites, real moments, real voices. The brands that show their actual operation, their actual people, their actual customers are the ones building trust. Authentic content is the new premium.
03
The market is being flooded with AI-generated content that all looks the same. Stock footage, fake voiceovers, generic visuals. The contrast that wins is real video, shot on real sites, with real people. The bar to stand out has never been lower for brands willing to do it properly.
04
Unlike ads (which stop the moment you stop paying), organic content compounds over time. Every piece adds to your library, your authority, your discoverability. Brands that started two years ago are reaping it now. The best time to start was last year. The next best time is right now.
The Benchmark
We didn't just look at direct competitors. We pulled the global category leaders to see what's working in industrial supply, workwear, and trade-facing brands. The pattern is consistent.
CARHARTT · 1.6M FOLLOWERS
Stress tests. Flex range demos. Build quality showcases. Their tagline says it: "We love everybody who wears our brand, but we keep our marketing to the worker." Every Reel proves the product, on the worker, in the field.
MILWAUKEE TOOL · 2M FOLLOWERS
Daily posting. Product launches treated as events. A massive network of real tradespeople with loyal followings. Not lifestyle influencers, actual workers using the tools every day.
RSEA SAFETY · 28K FOLLOWERS
"Tradie Transformation" features real tradies getting full workwear and personal makeovers, with a "Get Troy's Look" link straight to product. Entertainment plus e-comm plus real people. RSEA think in campaigns, not posts.
BUNNINGS · 499K FOLLOWERS
Australia's largest hardware retailer treats social as a serious growth channel. DIY tips, project showcases, community event content, integrated retail media strategy. They've made hardware aspirational.
Our History Together
Ivory Media has been producing content for Blackwoods, Workhorse and Prosafe for years. From product campaigns to EVP content across multiple sites, we've built a deep understanding of how the brand looks, sounds and operates. We're not pitching cold, we're proposing the next chapter of work we've already proven.
WORKHORSE WORKWEAR
Multiple campaigns including the Workhorse Stretch Range and the Workhorse Winter "Cold & Wet Weather" series. Combined 600K+ views on YouTube with strong engagement across trade and industrial audiences.
EVP · CAROLE PARK & REGENCY PARK
Two-state EVP campaign capturing the people, culture and operations across Blackwoods sites in Queensland and South Australia. Designed to attract talent and showcase the work environment authentically.
CAPABILITY STATEMENT VIDEOS
Capability content used internally and with key accounts to communicate scale, range and service capability. Built to live across sales decks, the website, and stakeholder presentations.
AUTOMOTIVE & ELECTRICAL
Product-focused shoot capturing the automotive and electrical category. Studio and on-location work to showcase the breadth of the range and its real-world application.
BLACKWOODS GREYSTANES
Branch and operations content captured at the Greystanes site. Authentic, in-the-trenches footage of Blackwoods' day-to-day reality, the kind of content social audiences love.
PROSAFE
Brand video produced for Prosafe under the Blackwoods family. Same trusted creative partner, delivered to brief and on time.
Real Numbers · Workhorse Video Campaign
Stats sent through directly by Dechlan from the Blackwoods team. The Workhorse video posted 19 April 2023 became Blackwoods' top performing LinkedIn post for reposts, doubled its YouTube views in 10 days, and contributed to a sales lift across the winter season.
203K
YouTube Views
doubled in 10 days
69
LinkedIn Reposts
BLACKWOODS RECORD
4,198
LinkedIn Video Views
15% lift in 10 days
151
LinkedIn Reactions
12% lift in 10 days
"Sales were up for this winter season. We won't share sales stats specifically as this is really hard to measure based on one initiative, but we can say that sales were up."
— Dechlan Mcleod, Blackwoods
The Opportunity
Blackwoods has 145 years of brand authority, 50+ branches, thousands of staff, hundreds of thousands of products, real customers using them on real sites every day, and a community of trade workers who would actually engage with the content. There's a huge opportunity to bring all of that to life on socials.
OPPORTUNITY 01
Australia's oldest and largest industrial supplier. The heritage is gold. There's a brand series sitting unbuilt: history, founding moments, milestone projects, the evolution of trade in Australia. Bunnings uses its Australian story constantly. Blackwoods has even more to say.
OPPORTUNITY 02
Every branch has a personality, a team, regular customers, and stories. Hardware & General does "Meet the Team" reels with 25 stores. Blackwoods has double the footprint and a full national content series ready to be built.
OPPORTUNITY 03
Blackwoods supplies Australia's biggest mining sites, infrastructure builds, industrial operations and tier-1 construction projects. The customers are procurement leads, safety officers, and site managers at major operators. There's a case study series here that doubles as both social content and B2B sales material for key accounts.
OPPORTUNITY 04
Product knowledge is content. Safety standards, comparisons, "what's the difference between X and Y", how-tos, demos. Education content saves and shares better than anything else, and it positions Blackwoods as the expert, not just the catalogue.
Content Strategy
Every piece of content we'd produce for Blackwoods maps back to one of three strategic pillars. This makes sure your audience isn't just watching, they're connecting, learning, and choosing Blackwoods.
Humanise the brand. Show the people, partnerships, and operations behind Blackwoods. This is how your audience starts to feel something.
Content ideas
Position Blackwoods as the authority. Add value through product knowledge, safety insights and procurement content that helps your buyers make better decisions.
Content ideas
Show the results. Major project case studies, customer stories, and partnership wins that validate the choice to work with Blackwoods at scale.
Content ideas
Content Engine
We don't film one video and walk away. Every shoot is engineered to produce a hero piece, multiple shoulder content assets, and dozens of micro pieces. One shoot day becomes a month of content.
Hero Video
A polished brand film, customer story, or hero campaign. Lives on your website, YouTube, in sales decks, and on LinkedIn. High production value, strong narrative.
Shoulder Content
Cut from the same shoot. The 30-60 second Reels and clips that drive daily engagement. Each highlights a different angle, quote, or moment.
Micro Content
Photography, text-overlay quotes, carousel breakdowns, BTS frames. Fills the calendar between videos and keeps the feed alive without additional shoots.
A single shoot day at a Blackwoods DC or trade centre, broken down into every piece of content it would produce. Easy to coordinate, easy to film, big output.
HERO VIDEO · 1 PIECE
A 90-second hero piece showing what it actually looks like to keep Australia's biggest sites stocked. Filmed across one shift at a DC or trade centre. The team, the operation, the scale. Lives on LinkedIn, the website, in sales decks, and as the foundation for everything else from the day.
REEL 01
"By the numbers"
30s stat reel. Orders out, products moved, sites supplied. Built for impact.
REEL 02
"Meet the team"
45s soundbite from a team member. Real person, real role, in their own words.
REEL 03
"Toolbox Talk"
30s safety or product education quick-hit, batch-shot in the same location.
REEL 04
"How an order ships"
60s walkthrough showing how a delivery actually leaves the DC for a customer site.
Content Series · Mapped For You
This isn't generic. These are six specific, named, ready-to-build content series that map directly to your brand, your branches, your customers and the gaps in your current social presence. Even if you choose to run this in-house, take the list and run it. It's yours.
SERIES 01 · INSPIRE
Major project case studies. Each episode profiles a tier-1 customer site (mining, infrastructure, construction, industrial) and the partnership with Blackwoods that supplies it. Featuring procurement leads, site managers and the operation itself. Doubles as B2B sales material for key accounts.
SERIES 02 · CONNECT
A rotating spotlight on Blackwoods operations behind the scenes. The DCs, the trade centres, the account teams, the logistics machine that supplies Australia's biggest sites. Show the scale and the people that make it run.
SERIES 03 · EDUCATE
Quick-hit safety, compliance, and product education. 30 seconds. One tip, one product, one useful thing that helps site safety officers and procurement teams do their job better. High-save, high-share content that positions Blackwoods as the expert.
SERIES 04 · EDUCATE
Product comparison series built for procurement decisions. Two products, one application, which one wins and why. Helps your buyers make informed choices, drives them to product pages, and uses Blackwoods' enormous range as the content engine itself.
SERIES 05 · CONNECT
Sub-brand spotlights for Workhorse Workwear, Prosafe, and other Blackwoods owned brands. This is where the worker-on-site storytelling lives, framed correctly: the products on the people who actually wear them every day. Built for the brands that talk directly to the end user.
SERIES 06 · INSPIRE
A heritage series unique to Blackwoods. The story of how Blackwoods has supplied Australia's biggest industries for nearly a century and a half. Mining, infrastructure, manufacturing, construction. Brand storytelling at scale. Nobody else in the category can run this.
Example Concepts
Pulled from the series above. This is exactly the kind of pre-production thinking we'd put into every piece of content for Blackwoods.
Built with Blackwoods · EP01
SERIES 01 · INSPIRE
A 2-3 minute hero case study film featuring how Blackwoods supplies a tier-1 mining, infrastructure or construction project. The procurement story, the partnership, the scale.
Toolbox Talk · EP14
SERIES 03 · EDUCATE
A 30-second safety quick-hit. One topic, three checks, one product. Built for saves, shares, and toolbox briefings on real sites.
Brands at Work · Workhorse
SERIES 05 · CONNECT
A 60-second sub-brand spotlight. Workhorse Workwear on a real worker, on a real site. The product as the hero, the worker as the story. This is where the end-user content lives.
A Month In The Life
A sample monthly calendar built from the six series above. Monday to Friday only. Reels, carousels, statics and stories planned, scripted, shot, edited and delivered to you ready to publish.
Sample monthly content plan
Foundation Package output · 1 shoot day
What's Included
When you partner with us, you don't just get the videos. You get the entire content engine, end to end, ready to post.
Reels, filmed and edited
Strategy, scripting, shooting, editing, captions, music, format-optimised for every platform.
Carousel posts, designed
Multi-slide carousels designed in your brand and ready to drop into the calendar.
Static posts, designed
Branded image posts, quote tiles, product highlights, all designed for you.
Captions, written
Every post comes with on-brand captions, hooks, and hashtags written and ready.
Video thumbnails
Custom thumbnail design for every video so they look great in the feed and on YouTube.
Rolling content calendar
A live calendar mapping every piece, every series, every drop, so you always know what's coming.
Plugged into your socials
Optional: we plug into your social accounts, schedule, and post on your behalf. You don't lift a finger.
Strategy & ideation
Monthly content planning, audience research, and idea development. Mapped to the three pillars.
Pre-production handled
Scripts, shot lists, location scouting, talent coordination. We handle everything before the shoot.
Our Approach
We don't guess. Every idea is grounded in research, audience insight, and what's actually performing on social right now.
01 · RESEARCH
We study your audience, your competitors, and the content driving engagement in your category. We did this for Blackwoods before writing this proposal, that's where the audit on slide 2 came from.
02 · IDEATION
We map every idea to the three pillars (Connect, Educate, Inspire). Every month gets a structured calendar with a clear mix of formats. Nothing is random.
03 · COLLABORATE
You throw us the ideas, product launches and stories. We turn them into structured, scripted, platform-ready content. You know your business. We know what works on camera.
The Solution
When you work with Ivory Media, you get an entire production team. We handle everything from strategy to delivery so your team can focus on running the business.
01
Content mapped against the three pillars and your business goals. You get a rolling strategy doc, not just a shot list.
02
Every piece is scripted, structured, and planned before cameras roll. Your team just needs to show up and be themselves.
03
Multi-camera shoots, professional lighting, audio, direction. We film on-location at your sites, branches or in studio.
04
Editing, colour grading, motion graphics, captions, format optimisation for every platform. Delivered ready to post.
Case Studies
A look at the work we've produced and the numbers it's driven.
We've been producing content for Blackwoods, Workhorse and Prosafe for years. Workhorse product launches, multi-state EVP shoots in Carole Park and Regency Park, capability statement videos, automotive and electrical product content, branch operations at Greystanes, and the Prosafe brand video. The Workhorse Range alone has driven over 600K YouTube views with strong trade and industrial engagement, and a measurable lift in product sales.
319K
The New Workhorse Stretch Range
YouTube
291K
Workhorse Winter
YouTube
Ongoing content partnership producing the "What's The Tea?" social video series for UNSW. Interview-style, subject-led short-form content covering current affairs, research and thought leadership. Consistent production cadence with a branded visual system that's driven hundreds of thousands of views.
114K
Earth's Forgotten Forests
Instagram Reel
33K
Pride Under Pressure
Instagram Reel
31.6K
Election Battle Lines
Instagram Reel
28.5K
Social Media Ban or Band-Aid?
Instagram Reel
28.3K
Battling Abusive Governments
Instagram Reel
21.4K
NDIS Cost-Cutting
Instagram Reel
16.4K
Your Right to Protest
Instagram Reel
Content production for CNH across Case IH and New Holland. Product showcase campaigns, social-first brand reels shot on farms across regional Australia, multi-day shoots at agricultural expos, and short-form content built for trade audiences. One brand reel hit 751K views on Instagram alone.
751K
Brand Reel
Instagram Reel
9.7K
Hero Brand Content
Instagram Reel
1.6M+
Total views across these client projects alone
See The Work
A selection of our work across Blackwoods, UNSW, CNH and more.
Blackwoods / Workhorse
319K views · Product launch campaign
Blackwoods / Workhorse
291K views · Seasonal campaign
Blackwoods
Long-form Blackwoods brand work
Blackwoods
Brand and product storytelling
CNH / Case IH
Social-first brand content
CNH / Case IH
Brand reel
UNSW
Ongoing social series
UNSW
Subject-led short-form
UNSW
114K views · 1,500+ likes
Ivory Media
Latest social-first content
The Value
With Ivory Media, you're not hiring one person. You're getting an entire production team for less than the cost of a single full-time employee.
Full-Time Hire
$80-100K+
per year + super + equipment + software
Ivory Media
$60-120K
per year · all-inclusive, no hidden costs
Packages
Each package is a monthly retainer. Content is planned, produced and delivered on a rolling basis so your social channels are always active.
Foundation
$5,000 /mo
+ GST · 3-month minimum
Ideal for: Getting started with consistent, professional social content
Growth
$7,500 /mo
+ GST · 3-month minimum
Ideal for: Building authority with deeper storytelling and social proof
Partner
$10,000 /mo
+ GST · 3-month minimum
Ideal for: A complete, always-on video content solution across every channel
Additional campaign work (events, product launches) scoped and quoted separately.
If you want us to build it for you, let's go. If you'd rather take this proposal and run it in-house, you've got our blessing. Either way, your social presence deserves to match the brand. Let's talk about what's next.
Let's Talksteven@ivorymedia.com.au · ivorymedia.com.au