Electrolux Professional Group Quadruples Video Output and Cuts Agency Spend
When we were looking for the right solution, we didn't look for just a video tool. We were looking for strategic enablers to help support our new video production journey.
ABOUT
Electrolux
Electrolux Professional Group is a global leader in providing food, beverage, and laundry solutions for professional users. With a portfolio of 20 distinct brands operating in over 110 countries, maintaining brand consistency isn't just a goal; it's a foundational requirement for shaping a cohesive customer experience across every market.
Leading this charge are key members of the global marketing team, including Aurore Miceli, the Global Brand and Digital Marketing Director, and Alberto Battistutti, the Group Social Media and Advertising Manager. Aurore is responsible for the strategic direction of the entire brand portfolio, while Alberto handles the crucial day-to-day planning and execution of the global social media strategy.
Together, they faced a growing dilemma. The team clearly saw that video was their best-performing asset on digital channels, essential for everything from social media to internal training. Yet, their ability to create it was severely limited. Reliant on a slow, expensive, and fragmented network of external agencies, they were caught between the surging demand for video and a production model that simply couldn't keep up. This bottleneck not only capped their output but also created inconsistencies that threatened the integrity of their global brands, forcing them to find a new way forward.
A GROWING DEMAND MEETS A BREAKING POINT
The team at Electrolux Professional Group knew that video was one of their most powerful assets, but their production process had become a significant liability. The entire workflow was funneled through external agencies, a model that created a cascade of problems. First and foremost was the prohibitive cost and time. The high price of agency production forced the team into a corner, limiting the number of videos they could create.
"Video is one of the most expensive assets to produce externally, which meant we were forced to rationalize the number of videos we produced," explains Aurore. "For me, it was a shame because we need more and more video, but we also need to manage our budget properly."
This bottleneck was compounded by a lack of brand control. With 20 brands operating across more than 110 countries, local teams often worked with their own regional agencies. The result was a constant struggle to maintain a consistent brand identity. "Sometimes we saw discrepancies in the respect for the brand identity in local markets," Aurore notes, "and we must have the right standards across markets for a global brand."
The slow turnaround times from overworked agencies created a third critical issue: missed opportunities. For a social media manager like Alberto, waiting days or even a week for a simple video edit wasn't just inconvenient—it had a direct business impact. "In our industry, we sometimes need to communicate information according to seasonality," he says. "If we miss one of those deadlines due to the slow turnaround of the agency, we miss revenue because we are not able to communicate our messages on time."
It was clear that to meet the demands of a video-first world, Electrolux Professional Group couldn't just optimize the old model—they needed an entirely new way of working.
FINDING A STRATEGIC PARTNER, NOT JUST A TOOL
Electrolux Professional Group's search wasn't for a simple piece of software; they needed a new operational model. "We were looking for more than just a video tool; we needed a strategic enabler," Aurore recalls. The goal was to internalize video creation to gain speed, reduce complexity, and break their dependency on external agencies. The right partner had to be technologically strong, intuitive enough for non-experts, and robust enough to enforce brand governance at a global scale.
After evaluating the market, they chose Lumen5. For Aurore, the decision came down to a unique combination of strengths. She notes it was "the mix of technology with AI, the intuitive use for non-experts, and the respect for brand identity through templates that fit the brand." Lumen5 was the partner that could support their broader digital acceleration journey.
Once the team had access to the platform, the impact was immediate. Locked-down brand templates solved one of their most persistent challenges overnight.
"Creating only one template with the right brand identity and layout ensures we have the right approach and respect for our brands," says Aurore. "This was a clear game-changer because our people don't need to think about it anymore; the template was there, ready to be used."
This new framework freed up the team to focus on what mattered most. As Alberto puts it, "This allows our people to be faster in video production and to put more time on creativity rather than on respecting the guidelines."
The Lumen5 team is amazing. With just one hour of training, all our users were able to create their own high-quality video content. The onboarding was extremely smooth. What I like most is that they are very open to feedback; they really listen to your needs and try to evolve the tool to meet them.
A NEW REALITY: FASTER, SMARTER, AND MORE COST-EFFECTIVE
Adopting Lumen5 didn't just solve problems—it created a new, cost-optimized way of working that delivered measurable results across the board. The team was finally empowered to produce video at the speed and scale required for modern digital marketing. This dramatic increase in velocity was a direct result of internalizing short-form video creation, a shift that drastically cut down their production timelines. The impact on their time-to-market was immense.
"When it comes to short-form video content for social media, today with Lumen5 it takes two hours, tops," Alberto says. "Previously, with external agencies, we would have to wait for two or three days."
This newfound speed enabled a fundamental shift in their financial model. By moving away from the high per-video cost of agencies to a predictable license fee, the team achieved a remarkable return on investment. "By bringing video content production in-house, we were able to greatly reduce the costs that were previously charged by agencies," Alberto explains. "In fact, after creating just 7 or 8 videos, the cost of the Lumen5 license has been paid back, so the ROI is extremely strong."
Beyond the core creation process, the platform's AI-powered features solved critical downstream challenges. The ability to generate and localize voiceovers was particularly impactful for the global company. Alberto calls the AI voiceover feature the "true game-changer," noting how it eliminated the slow and expensive process of sourcing, recording, and updating voice talent for multiple languages. What used to be a major project became a simple task. "It helps you adapt the voiceover into several different languages in the blink of an eye," he says. "You just click one button and you have your voiceover translated."
4xINCREASE IN VIDEO OUTPUT50-60%BUDGET REDUCTION97%FASTER TURNAROUND
KEY RESULTS
- 4x Increase in Video Output: The team went from producing roughly 10 videos per quarter with agencies to creating 40 videos per quarter in-house with Lumen5.
- 50-60% Budget Reduction: By internalizing short-form video creation, the company reduced its budget for that content by more than half.
- ROI After Just 8 Videos: The cost of the Lumen5 license was paid back after creating only seven or eight videos, demonstrating an exceptionally strong and immediate return on investment.
- Production Time Cut from Days to Hours: What previously took two to three days to get from an agency now takes the internal team about two hours, a massive acceleration in their time-to-market.
AN EMPOWERED TEAM AND A PARTNERSHIP FOR THE FUTURE
By fundamentally changing its approach to video, Electrolux Professional Group has done more than just improve a workflow; it has gained complete control over its brand, its budget, and its time-to-market. The frustration of agency bottlenecks has been replaced by the empowerment of creating on-brand content on demand, not just for external marketing but for internal training and communications as well.
This transformation has been so well-received that it's earned appreciation from the company's leadership team. They see it as a new, more efficient way of working that supports the company’s broader digital ambitions. The journey from a fragmented, costly process to a centralized, strategic one has been a success, but the team sees this as just the beginning.
For them, Lumen5 is more than a solution; it's a long-term partnership. As Alberto notes, "It is more than a tool to us; it is a partnership nowadays."
Lumen5 has a very structured roadmap, which is very important for us. Working with a company that has this kind of roadmap and develops new features and innovations according to trends makes us confident that we have made a solid investment for the future.