The founding of GoodWell is a quick, but interesting, story.
In 2014, Pete was running Balihoo, a fast-growing startup that develops local paid search automation software for national brands. Balihoo was headed places. It had the backing of major venture capital funds. It had national brands as clients. And yet, it wasn’t quite enough—for Pete.
Pete ditched his job (while not ditching the company, where he remains as chairman). He then took a year to wrap family in his arms and travel the world—and, as it turns out, discover a sense of new meaning for his next career: social entrepreneur.
And with that, he incorporated GoodWell as a public benefit corporation.
The Challenge: Brand Messaging for Social Impact
Pete knew he had some heavy lifting to do from the start. As both a B2C and a B2B play, GoodWell first needs to attract a sizable member base of consumers, then subsequently develop a socially responsible certification program for corporations. That’s two distinct audiences—with different messaging for each. It requires a little education.
Pre-launch, he could explain his idea to personal social networks one-on-one; people responded favorably to his pitch for the GoodWell concept. But for his formal web and digital marketing launch to the broader world, Pete couldn't work the phone; this job called for a video to explain his idea.
These vehicles go by the industry shorthand of “explainer videos.” A typical explainer video is a cookie-cutter, out-of-the-box product you can easily access on the web or have developed cheaply by fast-turn shops. This approach gives you the song, but none of the music, if you know what we mean.
Pete knew GoodWell’s novel and ambitious concept required more than a generic approach. After all, his near-term goal is to recruit one million consumers as members; this will help GoodWell create the kind of heft that can exert positive pressure on the corporate marketplace to certify through its program.
GoodWell needed to attract people to the video, but more importantly get them to click and drive them to action. Pete needed a compelling story, equal parts education and emotion. And he needed a creative partner that understood social enterprise, purpose-driven consumers, and the web space.
Enter Oliver Russell.
The Solution: Brand Story Meets Custom Animation
Our team explored a number of creative concepts before determining original artwork would provide the best opportunity to make a powerful impression.
We wanted to achieve a look we hadn’t seen too often in motion graphics—watercolor. Our team thought the fluid bleeding and running of watercolors would lend itself to a unique look and natural movement without animating each frame.
Creative Director Dave Cook wrote the script. Senior Art Director Crissie McDowell, armed with a Wacom tablet and some really killer watercolor brushes, sketched and painted each scene.
“I’d done traditional vector illustration for animation in the past, but was particularly intrigued with the opportunity to marry fine art with the computer,” says Crissie.
And then the motion boys, Ryan Donahue and Mitch Kuhn, brought it all to life.
Using a watercolor wash of dark and dour imagery, the video’s first 45 seconds creates a case for the problem. It then goes upbeat with positive imagery to deliver the solution: the GoodWell consumer label, a new measure of trust in corporate performance.
Take a minute (or two, actually) and watch the video; we think you’ll find GoodWell is a pretty cool idea. Want to be a change maker? Then go ahead and sign up to become a GoodWell founding member while you’re there.
The Results: Social Impact through Engagement
Within a month of being released, the video was already delivering on the metrics front.
In that first month, it achieved an average engagement rate of 79 percent of website visitors watching the video. And video engagement from the website stood at 2.3 percent clicking the call-to-action.
Not a million members, but not too bad for just a few short weeks and organic-only promotion.
“We needed to convey a really complicated concept in under two minutes in a clear and compelling way, which we knew would be extremely difficult,” says Pete. “The team at Oliver Russell took our initial concept—which was informational, but lacking any emotion—and turned it into a visually and emotionally compelling animated video which far exceeded our expectations.”
And the experience?
“The process was incredibly easy and the collaboration was top notch,” he says. “I felt like I was working with my own team rather than an outsourced agency.”
Call to Action
Are you and your company trying to connect with purpose-driven consumers who proactively seek change with their wallets and their loyalty?
Pete called us for just this reason, and he’s happy he did. You should, too.