The best lows and highs of promoting products with video converge in this Grilla Grills story, one that effectively launched its new eCommerce sales. Capture created a series of product videos, video ads and short-form content that clearly demonstrated the superiority of Grilla Grills products. First low? Two products sold out. Second low? They sold out in less than two weeks. High: $300k, as in the amount that one video ad on Facebook converted for Grilla Grills.
For this project, Grilla Grills would be introducing several products above the typical price point that their customers were used to. For the campaign to be successful, we knew we had to focus on the quality and value of the products.
The launch campaign would rely heavily on videos that could be shared on social media. The videos needed to quickly communicate the quality of the product and show feelings associated with using a Grilla Grill. To accomplish this, we crafted concise but memorable copy.
"The New King of The Jungle."
"Built Rock-Solid, Just Like Our Grills.”
“Premium, Modular, Ready-To-Go.”
We leveraged several styles of videos for the campaign. Each product video would featured a voiceover. In addition, we planned out recipe videos and content marketing to cross-promote products. Here's what our plan looked like.
Filming took place on-location over three days. We utilized their location and rented additional locations relevant to each product. We focused on mouth-watering imagery and hero shots of the products. In addition we interviewed their head engineer to describe the design process behind each products.
In post-production we refined the messaging of the videos. We added motion graphics to call out certain features of the products and mixed upbeat music in line with the Grilla Grills brand. Videos were sent to the client for review.
We delivered 18 videos and a full library of images to their in-house team. In addition, we created thumbnails and caption files for each video. Videos and content was released on social media slowly to maximize exposure. Short videos were included in a digital advertising campaign.
Grilla Grills experienced incredible results and a huge return on their investment. The Silverbac All-Terrain Facebook video converted over $300,000 alone in 4 weeks. Additionally, the Outdoor Kitchen and Jerky Rack sold out with 2 weeks.
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