Scaling Product Familiarity with Video

View the video feature here. Previous videos of the brand’s product demonstrations here. All content since summer 2019 are examples of my work and development.

Driving retailer education and post-event engagement through solo-led video production at scale

Role & Context:

As North American Brand & Marketing Manager at Luonto Furniture, I produce a semi-annual product walkthrough video to support post-market engagement, sales rep enablement, and retail partner education. Each video coincides with a major furniture market event and showcases new releases, best-sellers, and demonstrations to increase product familiarity.

The Challenge:

Retailers and sales reps needed a clear, visual resource to revisit Luonto’s showroom experience after market events. Without a centralized tool, teams struggled to remember product details and communicate value effectively, resulting in slower follow-up and missed opportunities.

The Approach:

I developed and now lead an end-to-end video production process that delivers a 15–25 minute walkthrough within 7–10 days post-market. My approach includes:

Shooting multi-camera demonstrations for both widescreen and vertical formats
Writing product-focused scripts to ensure clear messaging and value framing
Recording voiceovers using a hybrid of traditional voice recording and AI text-to-speech for efficiency
Composing and editing in Adobe Premiere Pro, with subtitling, audio mastering, and branded titles
Distributing via YouTube and targeted email campaigns to retailers and reps
Post-launch, I break out individual product clips for use in training libraries, YouTube playlists, and social content

Key Contributions:

Created a repeatable solo production system using 2–3 cameras, reducing team dependencies
Authored all messaging and scripts to ensure product accuracy and alignment with sales language
Implemented ElevenLabs voice tools to reduce studio recording needs and accelerate timelines
Delivered on a consistent 7-day turnaround goal post-event
Extended asset value by repurposing content across multiple channels

Impact & Results:

92,000+ views across Q1–Q2 2025, with 63% average view duration
6.7% average video click-through rate from post-event distribution
Boosted social followers and provided high-utility tools for reps to close sales post-market
Consistently positive sales team feedback and increased retail partner product confidence

Takeaways:

Amplify GTM impact by investing in reusable content tied to strategic milestones like events
Video is a powerful differentiator in traditional industries when it delivers both education and enablement
AI tools like ElevenLabs can significantly reduce production friction without sacrificing clarity or control