TOMRA

Bringing a video-first
perspective to b2b content

Over the past year, I’ve worked with TOMRA Food’s product marketing team across video, social and digital. What started as broader content support quickly became a focus on video, from developing their first dedicated video strategy to auditing their YouTube presence, developing new formats and producing ongoing LinkedIn creative.

My focus has been to take highly technical products and stories and make them more accessible, more human, and more useful beyond the existing customer base.

Video Strategy & YouTube

TOMRA never had a dedicated video strategy, so I started by looking at the full ecosystem, from auditing the YouTube channel, assessing how existing content could work harder, and identifying opportunities across mid-form video and Shorts.

The recommendations covered ways to optimise content and improve programming so that the channel could better serve audiences beyond the people already familiar with TOMRA.

TOMRA subsequently applied many of these recommendations, and they noted seeing a noticeable improvement in performance.

  • Key Insights from Audit

  • YouTube Shorts Recommendation

  • Content Recommendation

Video Format Development

TOMRA had an established customer testimonial format used across the business. I audited the approach and developed two new format directions designed to make the stories more human while getting much closer to the actual customer story around what problem they had, what changed, and why TOMRA mattered.

I then produced an example of one format and created a full production guide showing their teams exactly how to shoot it themselves, including interview questions, shot lists, and social content that could be captured alongside the main story.

A short, product-led customer case video designed to clearly demonstrate how a TOMRA machine or TOMRA technology solves a specific operational problem and delivers measurable results.

LinkedIn Ads & Social Storytelling

TOMRA has regularly brought me in to develop and produce LinkedIn creative for the Food division, helping to turn complex topics into social-first storytelling. Briefs range from straightforward edits to open-ended creative requests. I typically develop multiple approaches, including versions that can work organically across social.

LinkedIn Ad: Customer Testimonial

LinkedIn Ad: Conversion

Instagram: Explainer video

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