Generator Supercenter video program
Built and scaled a video content program integrated into paid media campaigns, with over 100 assets localized for more than 40 markets, all built to Generac's co-op compliance standards.
The situation
Generator Supercenter was performing well on search and running Google Ads, but the entire paid media mix was text and static creative. No video existed anywhere in the program. With generators starting around $15,000, the client's return per sale justified serious investment in creative. The opportunity was there to push into new ad formats and channels, but nobody had built the infrastructure to get there.
What I did
Built a video program from nothing and proved it worked. There was no video capability when I came on. I identified the gap, pitched the strategy, and built the first round of assets myself: concepting, scripting, editing, and delivering across 9x16, 16x9, and 1x1 formats to cover every major placement. I did this intentionally to prove the model before asking for resources. Once the results showed, I made the case for headcount and grew the team to keep the program scaling.
Scaled original content production and localized it across 40+ markets. What started with stock footage and repurposed commercial clips evolved into original content production. I traveled across the country to produce on-location video with Generator Supercenter's support staff and install crews, capturing real teams doing real work. I built a localization workflow that let us adapt one core concept into market-specific versions at scale, and structured the creative calendar around three lanes: seasonal campaigns tied to weather events and peak demand, timely promotions with specific offers, and always-on evergreen content. Video was a premium-tier deliverable, and additional markets opted in at a set price as the program proved out.
Ensured Generac co-op compliance on every asset. Every video I delivered was built to meet Generac's co-op requirements from the start. Specific language, visuals, and end cards were baked into the production process so nothing required rework, and the client qualified for ad spend reimbursement on every campaign.
The results
Hard numbers
- Roughly 2.5 million YouTube views across 45+ assets, plus 3.19 million social video views, all through paid campaigns.
- Top assets included a peace-of-mind spot at 698K views, a Freedom Month campaign at 414K, and localized warranty spots at 380K and 327K.
Proof of durability
- The program ran continuously for three years and was still a core part of the client's paid media strategy as of my departure in June 2026.
- The production workflow scaled across the network and remained the system in use.
- The program evolved from stock footage to original on-location production, a sign of growing client investment and trust.
Recognition
- Proved the model, then grew the team: used early results to justify headcount, expanding from a solo operation to a two-person video capability.
- Co-op compliance achieved on every video delivered, qualifying the client for Generac's ad spend reimbursement program.
Qualitative wins
- Took the client from zero video capability to a fully integrated video program across all major ad formats.
- Built the creative infrastructure (localization workflow, three-lane campaign calendar, co-op compliance process) that the team continued to run on.
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