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Raw, Emotional Member Storytelling Boosts Organization Engagement
Case Study: Entrepreneurs’ Organization
SERVICES: Creative: Concept & Campaign Development
Strategy: Authenticity Over Tradition
Entrepreneurs’ Organization (EO) approached us with a challenge: they wanted to capture member testimonials on camera, but they needed an engaging hook to compel people to participate and watch. We took a journalistic approach to unlock authentic member stories with our “Truth Booth” concept. With this strategy, our team:
- Recognized need for unscripted, authentic member experiences
- Developed interview environment fostering honesty and vulnerability, key differentiators of the EO brand
- Created versatile footage to be repurposed across multiple marketing touchpoints
Creative Innovation: The Truth Booth Experience
Our “Truth Booth” put members at ease while encouraging candid responses. This approach balanced professionalism with playfulness to capture the true essence of entrepreneurial journeys across Cabo San Lucas, Austin, and Wisconsin EO events.
- Optional "Truth Serum" tequila shot to relaxed participants
- Question card deck with diverse personal and business inquiries
- Single "Plead the Fifth" option for skipping uncomfortable questions
- Mix of light-hearted and deep questions to showcase member personalities
Content Strategy: Vulnerability Drives Connection
The question framework deliberately targeted emotional areas that resonated with prospective members. This approach generated authentic content that demonstrated the true value of EO membership.
- Personal growth questions like, "What do you want to be when you grow up?"
- Entrepreneurial challenges including, "Tell us about a time you failed"
- Night-time worries that revealed common business anxieties
- Direct value inquiries such as, "Where would you be without EO?"
Results: Four Years of High-Impact Content
The Entrepreneurs' Organization Truth Booth concept exceeded expectations in both member response and marketing effectiveness. The content's authenticity and emotional depth created lasting value across multiple platforms.
- 566,000+ total video views, 35% average watch rate in paid social ads, $0.02 cost per video view in paid social ads
- Raw, emotional videos received exceptional leadership feedback
- Content maintained relevance across a four-year period
- Videos integrated into award-winning lead generation campaign, earning a prestigious 2019 Content Marketing Institute Award
- Deployment across microsite, paid advertising, and newsletters
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