Shimano: Removing the Friction to Become a Well-Oiled Content Machine

Shimano is the world’s leading manufacturer of cycle components. Headquartered in Sakai, Japan, Shimano has offices in Asia, Europe, and North America, and thousands of retailers around the world. While the company has been producing educational videos for more than 6 years, it was previously a slow and fractured process, with their global offices working in isolation, and each video taking several months to produce. In a few short years their content workflow has been completely overhauled, resulting in an efficient, centralized approach to channel marketing that’s delivering tremendous results for their brand.

Since 2011 their video production team in California has produced educational content for Shimano’s global network of retailers, published in nine languages and often customized for local markets. Getting Japan, North America, and Europe to work so closely together has been no easy feat, but the benefits have been numerous. By sharing resources, ideas, and freeing up production lags, Shimano has been able to focus their attention on quality, strategy, and getting more videos out the door.

In this case study we'll share how Shimano:

  • Use video to empower their global sales team of thousands to sell more product
  • Use video analytics to optimize their content and ensure messaging is successful
  • Connect their international team online to create video for multiple markets
  • Use their centralised video production workflow to their advantage to share resources get content out the door faster

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