Woodbury is a premium Australian outdoor furniture brand known for its refined craftsmanship and design-led products.
Until now, the brand had relied exclusively on still imagery to market and promote its range. As the business looked to scale, Woodbury identified the need to introduce video for the first time — not just as a performance tool, but as a powerful brand-building asset that could sit confidently at the top of the funnel while supporting downstream conversion.
Woodbury needed creative that balanced brand storytelling with strong marketing fundamentals–content that could educate, engage, retarget, and convert within a paid media ecosystem.
The primary objective was to increase website traffic conversions by creating a suite of video assets that could perform across top, mid, and bottom-of-funnel campaigns. The focus was not just on reach or visibility, but on producing content that would tangibly support sales and revenue growth and last for years to come.
The project involved creating multiple video assets tailored to different stages of the customer journey, from discovery through to purchase intent.
Rather than a single hero video, the campaign was built as a modular content system, allowing Woodbury to deploy the right creative at the right moment across paid social, retargeting–depending on where the customer was at in the purchase phase.
Our approach began with a research and strategy phase, analysing Shopify and Google Analytics to understand traffic sources and identify drop-off points. With users exiting on product pages, we developed product-specific videos to complement existing photography, allowing warm leads to see the furniture in motion and support purchase decisions.
This insight informed a three-part video strategy. A TVC-worthy Top-of-Funnel brand film delivered emotive storytelling through scripted narrative, professional talent, premium locations, and high-end visuals, supported by refined editing, music and sound design. Mid and Bottom-of-Funnel assets focused on retargeting engaged users and driving conversion, with all content built around customer behaviour, sales goals and paid media placement to ensure strong performance across the funnel.
The campaign delivered strong performance across awareness, engagement, and conversion metrics. In December 2025 alone, the videos achieved a reach of 137,588 and 26,345 impressions, with Top-of-Funnel content bringing new audiences into the ecosystem and Mid/Bottom-of-Funnel videos successfully playing a role in retargeting and driving sales.
