Work

Entrepreneurs’ Organization: The Truth Booth

“Truth Booth” video concept earns increased engagement

SERVICES: Video concept & development

The Challenge

As the world’s largest peer-to-peer network for entrepreneurs, EO possessed a vast library of inspiring member stories. But their typical talking-head style testimonial videos weren’t connecting with prospects as they had in the past. With low engagement and usage, the US Central Region committee turned to Muse to revive the outdated video strategy.

EO flew our video crew to three member events in Cabo San Lucas, Austin and Sheboygan to create evergreen video content that could be leveraged across marketing and sales platforms.

Insight

We leaned into that tension, knowing that we needed take a journalistic approach to video storytelling. This would require two tactics: 1.) Asking the right questions and 2.) Creating a relaxing environment to gain honest, unscripted feedback.

Solution

We developed a “The Truth Booth” interview concept, presenting EO members with a fun, on-camera experience which included:

Truth Serum – An optional shot of tequila to loosen the nerves
A Deck of Question Cards – During the on-camera “interrogation,” members were required to flip a card over and answer the question. They could use only one “Plead the Fifth” card, allowing them to skip a prodding inquiry.

Interview questions ranged from personal such as “What do you want to be when you grow up?” and “What keeps you up at night?” to entrepreneurial-based like “Tell us about a time you failed and what you learned from it.” We also presented client-related questions including, “Where would you be without Entrepreneurs’ Organization?”

Ultimately, our goal was to capture a mix of energetic yet vulnerable testimonials that epitomized varying degrees of the EO experience.

video-content_oGyPDmS.2e16d0ba.fill-2000x1000.original.jpg

PreviewImages_MASTER_EO_TruthBooth.original.jpg

EO_TruthBooth_CaseStudyDesign-02_uNvzejx.original.jpg

Performance

Not only were the raw, highly emotional videos extremely well-received by EO leadership, but they achieved ongoing visibility across multiple channels and platforms over the course of four years. We maximized the investment by integrating them into a major EO US Central lead generation campaign that spanned three years. They were placed into the campaign’s microsite, HelloEO.org, as well as within paid advertising, an entrepreneurial personality quiz and various e-Newsletter campaigns.

The development and use of these videos across the paid advertising campaign even earned Muse a prestigious 2019 Content Marketing Institute (CMI) Award.

EO_TruthBooth_CaseStudyDesign-05.original.png

RAVE REVIEWS.

See what else our clients have to say about working with our team.

"Truly, the Muse team is made up of magicians. I never have to worry about anything that's going on behind the scenes. Things are always rolling. They're always moving."

DEB GABOR, MEMBER EXPERIENCE DIRECTOR

Entrepreneurs' Organization

"Muse keeps us laser-focused on our strategy. They’ve positioned our agency for the future and have completely changed my perspective on how we approach programming in other areas."

ALISON PATRICK, GRANT MANAGER

Cuyahoga County Board of Health

"I've collaborated with Muse on many projects, but their ability to transform Trilipiderm from a product-driven brand to a luxurious lifestyle brand stands out for me. This is a team of thoughtful collaborators, driven to help brands stand apart in unique and compelling ways. They're my go to for strategic and creative ideas that captivate."

BRIAN ELLIS MARTIN, FOUNDER & EXECUTIVE CREATIVE DIRECTOR

Brand Bravery

"Our broker told me that is the most animated our retail buyer has ever been. It was the best meeting they had attended, so a great big thank you to all of you. I would not have had that type of meeting without everything that you did to put our brand presentation together."

JULIE KOENIG, VICE PRESIDENT OF SALES

Mace® Brand