Moulinex gives a voice to its ambassadors

Moulinex is a brand for small kitchen appliances. Founded in 1932, the French brand is a major player within the SEB group, a global reference. Its first product, the Moulin- Légumes (Vegetable Mill), was a true success, that won awards such as the Lépine competition. Over decades, Moulinex has continued to innovate by launching iconic products such as the Moulinex potato masher, which has become a staple in many French kitchens. Moulinex has a strong resonance with French consumers and is often passed down from generation to generation. The brand proudly stands in more than 150 countries worldwide, thanks to its reputation for quality and efficiency.

• Being close to consumers
• Persuading potential buyers by showcasing the product in action

Moulinex has always been able to rely on the quality of its distributors such as Boulanger & Darty for the sale of its products. To establish a direct connection with its consumers, Moulinex has launched its online store to better control its online presence and offer a more dynamic and engaging shopping experience. It is in this perspective that Moulinex has opted for an innovative approach by using videos generated by its consumers.

To assist its customers in choosing the product that best suits their needs, Moulinex has invested in consumer videos: these videos are practical and authentic demonstrations that show the product in real-life usage conditions (such as preparing a recipe). The goal is to reinforce their decision and enable them to compare various products in the range!

Small household appliances often require a demonstration to persuade potential buyers. The implementation of a large-scale solution for creating and managing consumer videos addresses several challenges:
1. Increase conversion on Moulinex’s e-commerce site.
2. Enhance product pages with authentic demonstration videos.
3. Create, collect, and manage video content on a large scale.
4. Leverage brand ambassadors and the power of recommendations.
5. Improve the customer experience by differentiating oneself.

• Identifying and Recruiting Brand Ambassadors
• How Moulinex Briefs Its Ambassadors?
• What Do Moulinex Consumer Videos Contain?
• How are the videos broadcasted?

Twice a year, Moulinex recruits brand ambassadors directly through the Skeepers solution, as well as through its own communication channels. The brand then invites these ambassadors to create videos to boost the sales of specific products, including new releases, innovations, and complex products.
Ambassadors receive flexible guidelines, allowing a wide range of creative freedom. The Skeepers team closely collaborates with Moulinex product managers to create educational briefs, but there is no imposed script. Recommendations focus on filming techniques and emphasize the importance of authenticity.

Each video is divided into four parts: the ambassador introduces themselves, highlights the product, provides an example recipe, and gives a sincere review. Moulinex publishes at least two videos per product to have a diverse range of opinions.

Testimonial videos are broadcasted on various platforms: YouTube, the Moulinex newsletter, social media, a dedicated page on the Moulinex website, and, of course, their product pages. This comprehensive strategy aims to highlight the authenticity, versatility, and relevance of Moulinex products in the daily lives of its consumers.

• It has allowed us to achieve very positive results: producing a large number of high quality videos in a short time.
• And to be accompanied at all times by the Skeepers team.

What are the advantages of working with a solution like Skeepers’ Consumer Videos?
1. Produce a large number of high quality videos in a short time.
2. Being accompanied at all times by the Skeepers team.
This has allowed us to obtain very positive results. Therefore, we are very satisfied and we continue with this project because we believe in its effectiveness.