Bringing a message to life on screen

Global Brother Group, and its European hosting company, Brother International Europe (BIE), is a world-renowned and innovative technology brand, committed to being ‘at the side’ of its customers. The company has operations in more than 40 countries, including 23 in Europe, helping businesses improve efficiency and productivity through technological solutions including mobile printing, secure document management and managed print services.

EBY has been working with Brother Europe as a trusted partner since 2015.

Brother wanted to create a series of ‘how to’ explainer videos which would showcase one of its products – the P-Touch PT-E550W label printer – to the electrical trades market.

The videos would support sales of the label printer across Europe, so they needed to effectively demonstrate the clear benefits of the printer and how to use it. And because it was for a wide European audience, each of the videos had to be translated across 14 languages.

We began by meeting the relevant experts within the Brother operation and taking part in training workshops so we could fully understand how the label printer works.

The videos needed to break down the information in a way that was user-friendly; communicating the instructions to use in an easy-to-follow, step-by-step format.

We wanted the series to serve as a useful instructional tool to electrical tradespeople who had already bought the printer and to encourage those in the market for this type of product to buy from Brother.

Once we had all the information we needed, we created the scripts and managed the filming of the videos, including sourcing voiceover artist, model and location.

We broke the training down into a series of 10 manageable bite-sized chunks, following each stage of the user process. These were then translated and edited for the different European markets.

The videos were uploaded onto Brother’s YouTube channel where they could be easily accessed by customers and found by potential customers searching the market for a hand-held label printer.

To date, there have been more than 150,000 views of the English version alone. There was an impressive 29% increase in sales of the P-Touch PT-E550W in the 12 months after the videos went live.

The videos will continue to generate sales without any additional input in time or cost.