When you sell directly to consumers, especially at a $1,000 price point, your success is directly linked to the strength of your online presence. Unlike retail stores, where consumers can “touch and feel” your product in person, online shoppers need additional forms of social proof, such as videos, to feel confident in making a purchase.
Grilla Grills was a barbecue brand facing the same problem. They had great products, but many consumers didn’t fully trust them. Not only because they couldn’t see the products, but also because they were relatively new to the barbecue industry.
While their in-house team had some video and photo capabilities, it wasn’t enough. They needed a video partner who could really take them to the next level for key campaigns. After hearing our approach to their video needs, Grilla Grills decided to go all-in on video.
Grilla Grills' in-house team had their basic video needs covered, like a weekly live cooking show, but wanted to step up their game for key marketing campaigns, such as product launches. These product launches would reach a lot more people than their traditional marketing efforts, so it was important that the videos said and showed what was most important to their customers.
For each campaign, we started with a core product video using voiceover and footage of the grills in action. We crafted a script highlighting the value the products provided while also addressing key pain points, such as build quality, a big frustration for those who purchased grills from big box retailers.
A “traditional” product video is a great start for a campaign, but to really make it effective, you need to pair it with other forms of video content, like recipe videos, behind-the-scenes content, and short-form content. This type of content works particularly well nowadays because it feels less scripted and produced. Some consumers are put off by “salesy” videos, so consider a balanced approach to your campaigns to maximize results.
Another successful type of video we created for them was comparison videos targeting YouTube search terms. Consumers do a lot of online research before buying a $1k grill, so we took advantage of that by creating videos that compared their grills to competitors. While it’s obviously impossible to be completely unbiased, we made sure the videos were presented in the fairest way possible.
To round out each campaign, we also photographed store and lifestyle photos for their Shopify pages and social media posts. We include photos in our subscription video plans at no extra cost, so make sure to ask us if you need photos taken as well.
The campaigns were overwhelmingly successful. In just one product launch campaign, a single Facebook video generated over $300,000 in sales. For many other campaigns, Grilla Grills sold out of $1k products immediately at launch. Overall, the videos we created saw millions of organic views and contributed to tens of thousands of new customers.
Over the course of the 4 years we worked with Grilla Grills, they saw record growth each year. So much so that they caught the attention of a large investor, American Outdoor Brands. In 2022, the founders were able to successfully exit with the sale of Grilla Grills for $27 million.
We know how powerful video can be for your business. If you are ready to take the next step in your marketing, reach out to us to see if our subscription-based video production and editing plans are right for your team!
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