Video is part of Lakeland’s marketing toolkit.
Multiple cookery videos are required to demonstrate Lakeland’s kitchenware products.
The videos are produced for the website and for social media channels and reflect the company brand guidelines.
The brief is specific and exacting; Lakeland wants to gain efficiencies of scale by producing up to twenty product videos in one production period.
The videos must be of the highest quality, showing how each item works along with the great looking food it is designed to make.
Creating product videos for Lakeland is a constant creative challenge for the Mendip Media team.
Lakeland product videos are focussed on cookery and food. In a decade of working for Lakeland, we’ve developed a methodologies for producing multiple food video shoots in a single filming period, whilst retains high-quality video production for a deeply competitive price.
From building kitchen and domestic sets in its own studio space to hiring food stylists and models, Mendip Media has created a production process to organise a complex shoot of different products all with their own shoot environment (format, scripts, storyboards, props, recipes).
The regular video output is aligned to Lakeland’s seasonal marketing campaign and is a logistical exercise in creating great cost efficiencies whilst retaining quality, individuality and engaging content.
Lakeland surveyed 8,000 of its own customers in an online poll and found that 24% had viewed at least one of the videos.
Of those that had viewed them, 96% rated them “informative and useful” and 46% said that they’d bought something directly as a result of the video presentation; a coversion-to-sale rate of half of all video viewers.
The figures were considered “excellent” by Lakeland’s Marketing Director and have resulted in Mendip Media producing hundreds of online product videos that increase sales for the company.