Case Study: Transforming Product Assembly with Clear Video Content
Client: Brayco
Project: Brayco is a leading Australian supplier of commercial stainless steel benches, shelves, and sinks. While renowned for their quality and durability, the flat-pack nature of their products required clear, easy-to-follow assembly instructions that went beyond a printed manual. They needed a solution that could not only guide customers but also serve as a dynamic tool for their internal teams.
Challenge: Brayco faced a multi-faceted challenge. While the primary goal was to simplify the assembly process for customers, they identified several key areas where high-quality video could provide significant value:
Empowering the Sales Team: The sales team needed a dynamic way to showcase the superior design, features, and sturdiness of the products to potential customers before a purchase was made.
Bridging the Knowledge Gap: With an online team working remotely and new staff joining, there was a need for a consistent and effective training tool that allowed team members to understand the products intimately without being physically in front of them.
Enhancing Customer Confidence: A simple instruction sheet can leave room for error. Brayco wanted to provide a resource that gave customers the confidence to assemble their products correctly and efficiently, reinforcing the quality of their purchase.
Solution:
Studio Orange partnered with Brayco to produce a series of 12 clean, concise, and professional product assembly videos. Our approach was to treat each video as more than just a set of instructions; it was an opportunity to let the quality of the product shine.
We focused on:
- Clarity and Precision: Using clear shots, logical steps, and simple on-screen text, we made the assembly process intuitive and straightforward.
- Highlighting Quality: We ensured that key selling features, like the strength of the materials and the smart design, were visually highlighted during the assembly process.
- Brand Consistency: Each video was produced with consistent branding, lighting, and style, creating a professional and cohesive library of content for their YouTube channel and website.
Results:
The video series has become a cornerstone of Brayco’s sales and operational strategy. While the initial goal was customer-facing, the videos have proven their immense value as a multi-purpose internal tool.
- A Powerful Tool for Sales Enablement: The sales team now actively uses the videos to send to prospective customers. This allows buyers to see the product in detail and understand its assembly, building trust and overcoming potential purchase hesitations.
- An Efficient Onboarding & Training Resource: The videos have become an invaluable asset for training new and remote staff, providing them with the product knowledge they need to confidently support customers.
- Boosting Customer Confidence & SEO: By hosting these videos on YouTube and embedding them on relevant website pages, Brayco has created a valuable content hub. The significant view counts on popular products (like their epoxy shelving and flat stainless steel benches) demonstrate that customers are actively seeking out this content, which in turn improves on-page engagement and search visibility.
The project demonstrates how a strategic investment in product videos can deliver returns beyond the initial brief, creating lasting value across sales, marketing and internal training.
Studio Orange Production Team
- Nadia Levy: Account Director and Producer
- Nanda Gunnink: Executive Producer
- Anja Mahlberg: Animation & Design
- Ez-Ar Malvaroza: Animation & Design