Impactful how-to videos for JBL
Customer
Harman International
Our role
Concepting
Video editing
Motion graphics
Deliverables
How to videos
Social videos
Date
2024
At AlienTrick , we believe in clear, visually appealing content that really helps users move forward. When buying a new headphone, you may run into questions about installation or use. Do you want to read through the manual or start a search on online forums? No, you'd rather watch a video that helps you step-by-step.
In partnership with Harman, we developed a series of how-to videos for JBL that not only answer questions, but also enhance the customer experience, increase trust among consumers and reinforce JBL's brand identity. We take you through why exactly how-to videos are a strategic marketing tool.
'AlienTrick has been a cornerstone of our Global How-to Video Program, combining creativity and precision to deliver impactful, high-quality content that enhances user experience."
- Danny Levitin, Global Customer Service Training Lead
How-to videos for troubleshooting
Our assignment began with a clear mission: to create how-to videos that support customers in the care phase of their customer journey. At that point, they have already purchased a JBL product, but are running into questions. For example, we developed how-to videos unboxing new JBL headphones and portable speakers and going through installation step-by-step. For common questions, we have created special explainer videos, such as: How does noise cancellation work? How do you clean your earbuds? and What is IP-rating? With a focus on practical solutions, we produced as many as 47 videos in 2024, which are deployed on YouTube as well as on JBL's website and through retailers worldwide.
More than just Care: See & Think Phase
JBL's strategy has evolved, and we have adapted our approach accordingly. The videos now also focus on the see and think phase of the customer journey. This means we not only answer user questions, but also highlight USPs of new products. By naming product USPs, we aim to highlight the products. Then, by covering detailed information about specific features or benefits, we provide the viewer with all the necessary input to start buying the product. In this way, we create videos that match the needs of the target audience at each stage of the customer journey.
Find out how we can make your brand identity
with videos can reinforce.
Social videos for Gen Z
JBL's main focus is on the Gen Z target audience, and this is reflected in the style of the videos and the channels where they are deployed. In addition to YouTube and online retailers, we also develop short, powerful videos for social media like Instagram and TikTok. In the development of the how-to videos, we continuously adapt to the experience of this target group, with:
- Use of models that fit this young audience.
- Incorporating user-generated content elements for an authentic look. Even with ASMR!
- A dynamic, energetic style in social media videos.
Production Process
The production process of how-to videos is a well-oiled machine that runs on creativity and efficiency. As soon as a new product arrives, we immediately dive into writing a clear and engaging script. Each script is tailored to the product and designed to convey complex information simply and understandably. To create 47 videos in 1 year, you need structure and a streamlined process. That's why we developed a special production tracker and we meet weekly with our client to go over the status of ongoing projects.
In-house studio
We produce the how-to videos completely in-house in our own studio. The choice of a white or black background is carefully tailored to what best showcases the product. A minimalist setting, but with maximum impact: the product is always the focus, without distractions.
Outreach and Results
Thanks to the versatile use of the videos, we not only reach customers worldwide, but also contribute to a better brand experience. The social media videos, inspired by user-generated content, are proving to be particularly successful in terms of reach and engagement. At AlienTrick , we are proud of our contribution to JBL's success. Together, we continue to evolve to keep the how-to videos relevant to the target audience, present the products appropriately and contribute to Harman's goals. This way, we not only help them solve user questions, but also strengthen their brand in the dynamic world of consumer electronics.
Contact
We'd love to hear from you
Raymond
Strategy Director and co-founder