AHS Vermiculite Removal Video Case Study

Overview

AHS has an approved video case study in hand (the "Sarah" testimonial) and is actively developing a second video concept: a "satisfying process" vermiculite removal video modeled on viral cleaning content. A co-funding partnership with ^[1] is being explored to offset production costs. Both assets are intended to drive awareness and conversions for AHS's vermiculite removal service, which is one of their highest-growth keyword areas.

Asset 1: Sarah Video Case Study (Approved)

Status: Approved for use. Sarah signed off via email.

Privacy constraints:
- Do not include Sarah's last name or any identifying location details (she sells high-value jewelry and is concerned about security)
- Scrub any photo/video metadata tags that could identify her property
- Referencing "Madison" as a general location is acceptable (she does not live in Madison)

Planned use:
- A dedicated page on the AHS website will house this video
- The page should be designed to accommodate multiple case study videos over time (not a one-off page)
- Audio from the testimonial may be repurposed for Spotify ads, subject to the privacy constraints above

Action item: Sebastian to build the dedicated case study page. See ^[2].

Asset 2: Vermiculite Removal Process Video (Proposed)

Concept: A short-form, visually satisfying video showing the before-and-after of vermiculite removal — analogous to viral rug-cleaning or pressure-washing content. The goal is high organic engagement and shareability, not just a traditional testimonial.

"There's a guy washing rugs and you're like, that rug looks so black. And then it comes out and it's white. And you're like, holy [expletive], how do you do that? And you spent 20 minutes watching him do it."
— Gina Richardson, March 2026 meeting

Why vermiculite specifically:
- AHS has achieved #1 Google ranking for "vermiculite insulation asbestos" — video content reinforces this authority
- Vermiculite removal is visually compelling and process-driven, making it well-suited to satisfying/ASMR-style content
- The service is a major referral driver between AHS and Koala Insulation

Known production blocker: AHS field workers are reluctant to appear on camera. This will need to be addressed before production can begin.

Koala Insulation Co-Funding Partnership

Relationship context: Koala Insulation (a national brand with a Madison-area distributorship) and AHS have an active referral partnership:
- When Koala finds vermiculite during an insulation estimate, they refer the customer to AHS for removal
- When AHS completes a vermiculite job, they recommend Koala for re-insulation (among a short list of preferred contractors)

Co-funding rationale: Because the video would benefit both companies — showcasing the full removal-to-reinstallation workflow — splitting production costs is a natural ask. Koala's Madison franchise likely has its own marketing budget.

Next step: Sebastian to draft a collaboration proposal for Gina, outlining the cost-share structure and how both brands would be represented in the video.

Broader Video Strategy Notes

The case study page should be built as a gallery/hub, not a single-video page, to support ongoing additions
Future video topics to consider:
Unsafe vermiculite removal (what not to do) — ties to a planned social post linking to the DHS reporting site
Mold remediation process (seasonal, spring thaw timing)
Video assets may have secondary use in ^[3] once the mold awareness campaign is scoped

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