How We Guided a Global Brand to Using Consistent Video Production

We exist to help brands connect with their audiences. Jacuzzi approached Reel Film to lead them into a video world, using consistent content for a multi-faceted content production approach to growing their business and audience. Key objectives were to build the brand online, generate new leads for their sales funnel and help customer support requests, alleviating pressure on their team.

The Challenge: Compelling Content with a Multi-Audience Approach

Jacuzzi has different audiences and wanted to engage with different user bases. From high-performance athletic customers to wellness-focused users. The client wanted our approach to ensure content targeted different users depending on the content produced. 

The primary obstacles were:

• Crafting new concepts: Crafting new video types and concepts that would resonate with their customer base.
• Relatable production: Making sure the content resonated with customers who could afford their product, but not just at the stereotypically high-net-worth individual.
• Deadline driven: With a need for consistent content, producing monthly content on time and on budget.

The Solution: Multi-channel consistent content

A strategic approach to tackle this challenge, combining creativity with technical expertise, allowed us to come up with a multitude of solutions that would support the brand online.

Here’s how we delivered:

1. The Jacuzzi High Performance Podcast

The creation of a Podcast was a way to continually engage Jacuzzi with customers, producing regular content in both long-form high-value content and short-form snippets for proliferation on social media. This allowed us to target different podcasts at users from their performance demographic and their wellness audience base while also associating with the ambassadors and recognisable faces.

2. YouTube Ads

A more direct approach to filling the sales funnel was crafting engaging and relatable ads for Jacuzzi to run on a number of channels - including YouTube. The aim was to ensure direct clicks through to their website product and contact pages, which were tracked for engagement and success.

We also supported their sub-brand - Hydropool - with this content.

3. Ambassador Focused Content

Resonating with famous faces is a way a brand can engage with untapped demographics and ensure customer loyalty. We supported Jacuzzi in creating content with their ambassadors across both the wellness and performance customers. These personalities included Dame Kelly Holmes, Ross Edgley, Andreas McLean, Adam Peaty OBE and many more.

4. Mini-Documentary Narratives

Telling stories is what connects with audiences and there is no more powerful story than how a product can support athletes to Olympic success. Aimed at the enthusiasts and sporty performance demographic, we worked with GB Swimming, their coaches and swimmers, including Adam Peaty OBE to craft the narrative of how Jacuzzi’s Swim Spas supported winning gold at the Olympic games.

5. Case Study Videos

There is a pain point that people feel these products are out of their price range and reach. We created case study videos with families and couples which demonstrated the product is accessible to all - rather than the few. With a focus on costs, maintenance and lifestyle - this brought the product into the real world lens.

6. Event Activations

We supported Jacuzzi’s efforts at the Chelsea Flower Show, a once-a-year iconic occasion. Jacuzzi teamed up with experts in their field to install a swim spa into a luxurious garden and we produced over 45 pieces of content to tell their story of Jacuzzi at the show. From top tip videos to advice guides and event sizzle reels to informative pieces - this content allowed Jacuzzi to target the wellness audiences with high-value content from the event.

The Results: A Brand Built Better

The final results included a huge increase in digital followers, increased engagement on all platforms and a loyal user base that are brand heroes. It also heightened their sponsorship of iconic events, sports teams and people while favourably associating them with personalities to enhance loyalty and win new customers. This multi-channel approach was an aggressive approach, which also saw Jacuzzi embark on their first TV advert with a media plan on a national scale.

We’re proud to have supported Jacuzzi with their success and continue to support the brand today. It highlights our key aim - helping businesses tell their stories in the most impactful way possible. Supporting Jacuzzi in the B2C space was a challenge we thrived on - and loved!

If you’re a company looking to engage your products with your customers, we’d love to help. Contact us today to discuss how we can bring your strategy to life through video production.