CAFELAVISTA / MULTI-LOCATION CONTENT PROGRAMME
Finding the human story behind the coffee machine.
A repeatable content system spanning customer stories, franchise recruitment, training and multi-channel delivery.
150
VIDOES & SHORTS
65
UK & IRELAND LOCATIONS
18
MONTH ENGAGEMENT
1
SOLO CREW
01 / THE BRIEF
PROJECT OVERVIEW
Build an audience.
Build a network.
Reduce friction.
When I joined CafeLaVista as a contractor through VideoPunk, the company was entering an ambitious period of growth. It wanted to expand its bean-to-cup customer base across the UK while building a new regional franchise network.
Lead generation relied heavily on paid advertising, training content was limited, and there was no repeatable process for producing video. I turned those needs into an end-to-end content programme.
ROLE
DATES
Head of Video Content Marketing
August 2021 — February 2023
02 / THE SYSTEM
Three jobs.
01
Attract
Credible, industry-specific customer stories for organic search, paid campaigns and sales conversations.
02
Qualify
Help prospective franchisees understand the reality of running a territory before committing.
Each audience needed the right information, in a useful format, at the point they needed it.
03
Support
QR-linked cleaning and maintenance guidance to reduce avoidable support calls and site visits.
03 / THE PROCESS
END-TO-END OWNERSHIP
Making a national programme workable.
I owned contributor research, logistics, release forms, shoot planning, budgets, filming, editing, graphics, captions, reviews and channel-specific delivery.
2 - 3
locations filmed per day, grouped geographically to make UK-wide travel efficient.
SOLO
Panasonic Lumix G9 and GH4, RØDE audio, LED lighting and a flexible location kit.
Human
Contributor-first interviews built around comfort, control and the story each person wanted to tell.
04 / THE STORY
Lost Boys Club Barbers
A product brief became a short documentary about trust, community and the role a local business can play in people’s lives.
Pontypridd, Wales
Josh Downes had created a space where men and boys could speak openly about mental health. The coffee machine gave customers another reason to sit, stay and talk, while helping the team avoid the growing cost of takeaway coffee.
I shaped the film around that human value while keeping CafeLaVista’s product visible as part of the environment—not as a treatment or direct solution for mental-health difficulties.
DELIVERED WITH
Licensed music
Titles and graphics
Burned-in captions
Contributor approval
04 / REPURPOSING
DESIGNED TO TRAVEL
One story.
Many destinations.
SOURCE FILM
LOST BOYS CLUB
The work was planned for the full customer journey, not a single upload.
01
WEBSITE
Core Pages & Blogs
02
SALES
WhatsApp & in-person
03
Paid Advertising
Meta, Google Ads
04
Social
Vertical & captions
05
Stills
Frames & Photography
06 / OUTCOME
A REUSABLE CONTENT LIBRARYBuilt to support the business beyond the edit.
Films became part of direct prospecting, WhatsApp conversations and demonstrations from sales vans.
SALES ENABLEMENT
CUSTOMER SUPPORT
QR-linked maintenance guidance gave customers help at the machine and reduced avoidable callouts.
ORGANIC DISCOVERY
Website films, blogs and industry pages began generating meaningful organic traffic alongside paid campaigns.
FRANCHISE GROWTH
The network grew from one franchisee to five UK territories during the wider programme of expansion.
07 / TESTIMONIAL
“Luc helped bring to life the many unique stories of our Franchisees & Customers, empowering our campaigns and our sales and customer service teams, with thoughtful, engaging films. The content Luc created dramatically grew our organic traffic, boosted PPC campaigns and supported our email and SMS automation campaigns.”
Oliver Spear - Former Head of Marketing, Cafe La Vista
“Luc helped bring to life the many unique stories of our Franchisees & Customers, empowering our campaigns and our sales and customer service teams, with thoughtful, engaging films. The content Luc created dramatically grew our organic traffic, boosted PPC campaigns and supported our email and SMS automation campaigns.”
Oliver Spear - Former Cafe La Vista Head of Operations