How Weber put their customers in the spotlight by scaling user-generated video

“The downside we have been dealing with was producing genuine content material in order to humanize our model and construct belief/product reassurance. Weber has a really lively and engaged fanbase already and we needed to make the most of our loyal viewers to create genuine content material.” 

Frédéric Collard, Weber’s Ecommerce and CRM Manager for their EMEA Hub South division was setting the scene for Weber’s implementation of Teester, a platform from SaaS firm SKEEPERS, that allows purchasers to scale user-generated video manufacturing and distribution through automation.

Said Collard, “We needed to leverage user-generated content material throughout our distribution channels and web site.”  

Illinois-based Weber-Stephenson Products, LLC, the mother or father firm of Weber, Inc., maker of iconic Weber grills and people who smoke, was based almost 70 years in the past. Since then, Weber has grown to carry the high model place for grilling in the U.S., Germany, France, Australia, and Canada. Weber generated over $1.5 billion in income in 2020.

Like many legacy manufacturers, Weber wanted to adapt to altering shopper touchpoints and expectations all through the pandemic, particularly round the concern of authenticity. Weber not too long ago launched a brand new web site for the French market and needed to make the most of their loyal viewers to create extra genuine content material to distinguish the model from rivals.

In 2020, model authenticity was a top purchase consideration for shoppers who overwhelmingly favored manufacturers they felt cared about them and their altering priorities. Weber’s advertising crew understood the want for authenticity and connection. They needed to interact their current (and really loyal) buyer base in creating consumer generated movies that includes Weber merchandise.

The downside of brand name authenticity

Different sectors of Weber’s core advertising crew have been concerned in the shopping for course of which led to the Teester implementation, together with Collard and Catherine Massot, Weber’s Head of Marketing in France. When choosing the instrument, Collard and his crew weighed the advantages of incorporating a brand new digital technique round the creation and distribution of consumer generated movies through a expertise resolution like Teester. 

“Our French crew finally took the lead and have become pilots of the resolution and initiated the change in course of,” defined Collard. 

The Weber group in France was already extremely engaged and lively. They have been excited to have the alternative to share their experiences utilizing video.

A person holding a pot  Description automatically generated with low confidence

Still from a consumer generated video – supplied by Weber

“The course of was very simple for us and our customers. What makes the Teester platform so helpful is that no coaching is required for our customers. Once logged onto the platform, they obtain easy directions to information them via video creation,” mentioned Collard.

After an asset is created, Teester’s post-production engine mechanically optimizes the movies for distribution which incorporates modifying, branding, transitions, music, and subtitles. Weber can then obtain the movies in particular codecs to share throughout their social media channels and on product pages to construct belief and drive gross sales.

Integrating Teester with the tech stack

Collard famous that Teester built-in effortlessly with the expertise instruments that have been already in use at Weber, which was certainly one of the key causes his crew chosen the platform. Said Collard, “It simplified our total course of and required minimal effort from our crew which normally may be very difficult for video creation tasks.”

Teester dealt with the strategy of consumer generated video creation from soup to nuts, together with:

  • Recruitment of Weber’s video ambassadors (customers);
  • Production and distribution of coaching supplies together with instruction briefs and instruments to simplify/streamline video creation;
  • Post-processing/modifying to scale video manufacturing;
  • Broadcasting instruments for social media and e-commerce; and
  • Reporting and proposals to optimize broadcasting and video ROI.

The affect of sharing video on social media is nicely documented to be highly effective and constructive in the case of elevating shopper sentiment (and consciousness) for manufacturers. In a recent survey by video creation platform Wyzowl, 96% of respondents mentioned they watched an explainer video to be taught extra a few services or products and over 80% of respondents mentioned they finally purchased a services or products after watching a model’s video. 

Read next: As UGC gets a pandemic bump, brands need to leverage customer content

A spotlight on customers = success

Combining user-generated content material with video and social media turned out to be a trifecta of success for Weber.

They not solely achieved their objectives inside the French market, they exceeded them. By using Teester to recruit candidates and produce and share video, Weber:

  • Increased group engagement: Weber obtained 1000 candidates and generated 80 movies in one yr;
  • Humanized the Weber model by placing their customers in the spotlight;
  • Created a profitable channel on YouTube targeted on way of life and shopper movies, producing 3000 views per video; and
  • Scaled video manufacturing whereas lowering the time and price sometimes related to video manufacturing.
A picture containing tree, outdoor, person, plant  Description automatically generated

Still from a user-generated video – supplied by Weber

“The affect on value per video is essential,” mentioned Collard. “A basic model video managed by our crew is way more costly than producing a user-generated video. We additionally see advantages on undertaking administration since the platform takes care of the full course of and we simply have to validate the movies earlier than publishing.”

The energy of user-generated video

Leveraging user-generated content material has at all times been vital for manufacturers, however it’s performed a very important position all through the pandemic, throughout a time when shoppers craved human connection and authenticity from the manufacturers and merchandise they bought. 

Consumers are displaying elevated demand for user-generated video content material about manufacturers. On Facebook alone, combination video views on user-generated movies (that’s, movies not created by manufacturers or media firms), elevated by 222% from January to August 2020 (223 billion to 495 billion, respectively).  

“Through our marketing campaign with Teester, we realized how highly effective user-generated movies are to interact our customers, humanize our model and assist reassure our customers when making a purchase order,” mentioned Collard. “We plan to depend on it as a lot as attainable in the future.”

About The Author

Jacqueline Dooley is a contract B2B content material author and journalist overlaying martech business information and tendencies. Since 2018, she’s labored with B2B-focused businesses, publications, and direct purchasers to create articles, weblog posts, whitepapers, and eBooks. Prior to that, Dooley based Twelve Thousand, LLC the place she labored with purchasers to create, handle, and optimize paid search and social campaigns.

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