Chesneys were launching a range of products into a new market sector: outdoors. So to achieve this and disrupt the established industry, they needed a robust content strategy.
From this goal, they commissioned a series of promotional films. These would highlight the features and benefits of Chesneys HEAT, a product combining a multifunctional BBQ cooking device and an outdoor heater.
The films needed to appeal to a new, affluent audience who may not be familiar with the Chesney brand. However, they also had to link back to the reputation they have within the interiors market as established leaders in fireplaces and wood-burning stoves.
To effectively promote the product to new and existing customer bases, we used lifestyle-focused promotional content. Because with lifestyle video, we could tap into the emotional and aspirational associations people have with spending time with friends and family outdoors.
Additionally, the films we created for the product launch focused on 2 key selling points – eating and heating, with a film created specifically to target each element.
We also produced social media content alongside their live PR events with their brand ambassador, James Martin, at Chelsea Flower Show and exclusive events hosted by the client.