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“The problem we were facing was generating authentic content in order to humanize our brand and build trust/product reassurance. Weber has a very active and engaged fanbase already and we wanted to utilize our loyal audience to create authentic content.”
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 that enables clients to scale user-generated video production and distribution via automation.
Said Collard, “We wanted to leverage user-generated content across our distribution channels and website.”
Illinois-based Weber-Stephenson Products, LLC, the parent company of Weber, Inc., maker of iconic Weber grills and smokers, was founded nearly 70 years ago. Since then, Weber has grown to hold the top brand position for grilling in the U.S., Germany, France, Australia, and Canada. Weber generated over $1.5 billion in revenue in 2020 and last week they filed for an initial public offering leading to a potential market valuation of over $6 billion.
Like many legacy brands, Weber needed to adapt to changing consumer touchpoints and expectations throughout the pandemic, specifically around the issue of authenticity. Weber recently launched a new website for the French market and wanted to utilize their loyal audience to create more authentic content to differentiate the brand from competitors.
In 2020, brand authenticity was a top purchase consideration for consumers who overwhelmingly favored brands they felt cared about them and their changing priorities. Weber’s marketing team understood the need for authenticity and connection. They
Read more here: https://martech.org/how-weber-put-their-customers-in-the-spotlight-by-scaling-user-generated-video/
