Making FAQs unskippable
Video · Social media strategy
About the project
Skretting already had a valuable source of content hiding in plain sight: its website FAQ section. With years of expertise compiled into answers to the questions its audiences actually ask, the information was there, but it needed a more engaging way to reach people.
Previous campaigns had brought attention to the FAQs through static social posts. For 2026, we saw an opportunity to turn the format on its head: instead of simply telling people where to find the answers, we wanted to make them curious enough to search for them. The challenge was to create content that felt fresh and dynamic, while making the most of content Skretting already had.
Approach
We turned the humble Google search into the creative concept. The campaign became a series of short, attention-grabbing videos that recreate the experience of searching Google, complete with sound effects designed to hook the viewer from the very first second.
Each video starts with a relevant question for 2026, creating an immediate sense of recognition and curiosity. But instead of giving away the full answer, we deliberately leave the viewer wanting more. By directing audiences to Skretting's FAQ page, the campaign transformed existing website content into a new, more dynamic content series, giving evergreen information a fresh reason to be seen, shared and explored.
The result
The campaign gave Skretting's existing FAQ content a new lease of life, turning a static information resource into an engaging social-first experience.
Rather than creating entirely new content from scratch, we built a flexible format around information Skretting already owned, making the campaign evergreen, scalable and easy to build on. Most importantly, the format shifted the role of the FAQ from something people might stumble across on the website to something they were actively invited to discover.