JennAir: Turning Manuals into Must-Watch Content

JennAir’s customers are bold, self-starting, and quick to Google before they ever open a manual.

We gave them something worth finding.

The Story

JennAir knew their “New Luxe” customers — entrepreneurial 30- and 40-somethings with high standards and low patience for dense instruction manuals. When questions about their appliances came up, these buyers went straight to the internet (or their JennAir app). JennAir needed high-quality video content that matched their brand and actually answered the question.

Deliverables Overview

32x Consumer and app education videos
12x Installation videos
2x Continued education units for designers and builders
Internal sales and communications video content

How We Worked Together

Shot in JennAir’s New York City Experience Center and downtown Chicago showroom, we produced a video series that converted manual instructions into content their customers actually wanted to watch — bold visuals, clear guidance, and a tone that matched the brand.

The results were hard to miss.

The series has amassed tens of thousands of views and ranks among JennAir’s highest-performing YouTube content. Calls to their customer service team for operation questions dropped dramatically.