Testimonial Video Examples: How Brewed with Clean Heat Uses Them on LinkedIn

Brewed with Clean Heat has set out to show decision-makers in the brewing industry and in politics how breweries can switch their process heat from fossil fuels to heat pumps.

There is no shortage of good arguments. Fossil process heat has been a cost risk for years: prices fluctuate, and with rising carbon prices it is set to become more expensive. The 2026 energy crisis made this all too clear. Within six months, the price of oil rose by 55 per cent and the cost of liquefied natural gas in Europe by as much as 77 per cent.

Even so, many breweries hesitate. They worry about high investment costs, production downtime and the quality of their beer. And hardly anyone knows a brewery that has already made the switch. This is the real communication challenge: a complex topic does not reach a sceptical specialist audience through advertising messages, but through real experience.

Many initiatives, associations and NGOs know this situation. The solution exists, but it needs faces and stories before others will trust it.

© Löwenherz Private Brewery

Rather than promoting itself, Brewed with Clean Heat lets those who have already made the switch do the talking. A testimonial campaign, then, but not in the classic advertising style. The brief called for a modern, documentary tone: interviews on location, real footage of the brewing process, nothing staged.

Our job was to turn this into films that work on LinkedIn, where the campaign meets its audience, both organically and through ads. That means short running times, a positive opening in the first few seconds and a clear path to brewedclean.com at the end. You can find out more about how we approach this kind of film on our page on documentary production.

The answer lies in preparation. Before each shoot, we held a preliminary interview with the protagonists. From this, we wrote a treatment for each location that defined the content of the film and was agreed with the campaign team. That way, it was clear what each film would say before the camera started rolling.

On set, we then had a conversation, rather than simply asking for facts or even putting pre-written lines into people’s mouths. An open exchange leads to authentic answers, with figures and examples coming from the protagonists themselves. For the campaign, this meant credible soundbites without any surprises. We explain how to conduct this kind of interview in our article How to conduct a video interview.

The project was dynamic from the outset: only two months lay between the start of production in early August and completion in early October, and the locations changed along the way. Thanks to our international network, we were able to respond flexibly.

In Germany and the Netherlands, our own team filmed, in German and English. In the UK, our director worked with a local crew.

The local crew had a second advantage: short journeys. For a campaign promoting independence from gas and oil, it mattered to us to make the production itself as resource-efficient as possible. As always, our team travelled to the shoots in Germany and the Netherlands by electric car, charged with green electricity. We describe how we plan productions sustainably in our article on sustainable film production.

The campaign went live on LinkedIn on 1 October 2026. Three weeks later, the films had been viewed at least 72,000 times, a very good reach for such a specialised audience. The website, the social media content and the downloads of the campaign report have also been well received. Above all, the campaign is reaching the people it was made for: brewers and industry decision-makers across Europe and Asia.

The launch event followed on 15 October at the Brussels Oktoberfest.

Brewed with Clean Heat had a topic that should speak for itself, yet is hard to get across. The answer was not even better arguments, but credible messengers: people from the industry, well prepared and interviewed openly, in films made for LinkedIn.