Entrepreneurs’ Organization: The Truth Booth
“Truth Booth” video concept earns increased engagement
SERVICES: Video concept & development
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 With low engagement and usage, the US Central Region committee turned to Muse to revive the outdated video strategy.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.
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.
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.
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.
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