Built on a foundation of innovation, Char-Broil's TRU-infrared technology proved to be a game changer for the grilling experience. Even heat, no flare ups and juicier results mean consumers can stress less about making mistakes, freeing them up to grill more often and try new things. That's where we came up with the idea to create a series of fast-action recipe videos. By partnering with Better Be Grilled, we show the consumer how to make an array of simple recipes with a fun twist, all made possible with our products. We saw this as a direct route to raise brand awareness, engage consumers and cultivate online community.
Our strategy was simple: make videos that resonate with our target demographic. We considered key characteristics associated with the average Char-Broil consumer, such as having average grill skills and viewing grilling as a way to facilitate good food and great memories. So, we wanted to put forth recipes that feel approachable and fun, in turn giving grillers confidence that partly stems from the reliability of Char-Broil products. Every recipe video depicts step-by-step instructions and how to maximize each featured product's functionality, while having a bright aesthetic and upbeat music. Each video lives on our home site, www.Charbroil.com, and is promoted across our digital marketing channels. Additionally, each video hovers around the :60 mark to ensure maximum engagement.
Audience response to these videos have been incredible, and the sheer volume and rate of shares they've received on social media channels might as well be digital wildfire, yielding an extremely high ROI as measured through KPI's like impressions, reach and completion rate. For example, it's not unusual for these videos to hit a 16% completion rate, dwarfing the 0.6% benchmark. In total, our Better Be Grilled videos garnered 153.1k shares in 2017 alone. Each video's metrics are as follows:
We would like to call out a superstar, though: Bacon-Wrapped Filet Mignon. This video alone had a 2.6MM views, 18.3MM impressions 17.5MM reach and 61.3k shares (mentioned above) in August 2017 and set the record for our most successful organic content to date. Then again, who can blame viewers for losing it over a sizzling filet wrapped in crunchy bacon, dripping in compound butter slowly melting all over it? We certainly don't.
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