---
title: AHS Vermiculite Removal Video Case Study
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2026-03-24-ahs-marketing-meeting-132457509.md
tags:
- video-strategy
- vermiculite
- ahs
- koala-insulation
- social-media
- case-study
layer: 2
client_source: null
industry_context: null
transferable: true
---

# 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 [[wiki/clients/koala-insulation/_index|Koala Insulation]] 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 [[wiki/clients/ahs/meetings/2026-03-ahs-marketing-meeting|March 2026 Marketing Meeting]].

---

## 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 [[wiki/knowledge/advertising/spotify-ads|Spotify audio ads]] once the mold awareness campaign is scoped

---

## Related

- [[wiki/clients/ahs/meetings/2026-03-ahs-marketing-meeting|March 2026 AHS Marketing Meeting]]
- [[wiki/clients/ahs/_index|AHS Client Overview]]
- [[wiki/knowledge/advertising/spotify-ads|Spotify Ads — Awareness Campaigns]]
- [[wiki/knowledge/seo/google-ai-citations|Google AI Overview Citations]]