Crowdfunding Video Case Study
The Good Pea Co is a conscious brand with the aim to become the n.1 choice for planet friendly plant-based dairy products, with their nutritious and delicious pea milk. We were delighted to work with them creating their crowdfunding video. They ran an equity crowdfunding campaign on Seedrs last May with the target of raising £100K, overfunding to 179% of their original goal.
As it’s the case with start-ups and early-stage companies fundraising on Seedrs and Crowdcube, the video is a key element of the crowdfunding campaign. We were thrilled to have the opportunity to support The Good Pea Co in their journey to a successful raise, crafting for them a crowdfunding video that could convey their brand message authentically and business proposition effectively.
The Brand Message
Before the discovery call I had with the Co-founders Nikki and Su, I had a preliminary look at their website and social media presence to have a sense of the brand identity (as a visual storyteller I tend to start from what I perceive from logo, colour palettes and images) before diving into a thorough assessment of the core message and values.
It quickly became evident that every aspect of the brand conveyed relatability, friendliness, and the mission to nurture and contribute to a better world and a more sustainable way of life. However, it was really during our initial video call, experiencing their contagious enthusiasm firsthand, and subsequently as I delved deeper into their Instagram posts, that I realised that the personal aspect of the brand should have played a major role in informing the tone of the crowdfunding video.
It’s generally a good idea to have the founders on camera in crowdfunding videos. Unlike a typical marketing video that primarily focuses on the product, it’s important to showcase the people behind it. This provides potential investors with insight into their personalities, values, and passion for what they’re offering.
With Nikki and Su this seemed particularly the case as they were already doing an incredible job on their social media, being ambassadors for their brand in an utmost authentic way. For instance when I saw the phone clip, from their Instagram feed, of them jumping in front of the Selfridge sign, celebrating the achievement of their pea milk being stocked by the giant retailer, I knew that it was perfect as it was, showing at once an important milestone for their traction, their enthusiasm as founders, as well as their marketing efforts, through a direct, immediate and genuine engagement with their community, establishing trust for the brand.
As I explained during the discovery call when outlining a suggested approach and process, the first 20 to 60 seconds play a crucial role. The effectiveness of the ‘hook’ during this timeframe can significantly impact the viewer’s engagement with the rest of the video. It should be compelling, giving a clear and concise explanation of the product and provide insight into the investment opportunity.
The hook serves also as an opportunity for a creative story concept that aligns with the brand’s storytelling and image. We found that the idea of opening with an animation centred around sustainability, presented in a children’s drawing style, and transitioning to a scene where a child’s drawing is displayed on the fridge, showing Nikki picking up The Good Pea milk carton, resonated exceptionally well – insider note: the picture was drawn by Nikki’s daughter…it doesn’t get more authentic than that!
The Pitch Video
We also advised emphasising the investment opportunity early in the hook. Often crucial key metrics and market data are deferred to later segments of a crowdfunding video. However, based on our experience, presenting the strongest metrics upfront— in this case ‘48% of Brits buying plant-based milk‘ and ‘the global plant milk market projected to reach £128 billion by 2030‘—can be highly effective.
Once we established an engaging and informative hook, we proceeded to elaborate on the pitch, providing further insights into the problem-solution, unique selling proposition (USP), market analysis, traction, use of the proceeds and more. We opted for a visually rich approach, featuring slow-motion shots of milk being poured, the preparation of fruit milkshakes and matcha lattes, all of which resonated wonderfully, thanks also to Su’s amazing creative insights and food compositions, which she crafts for their Instagram visuals.
Moreover, given the product’s nature, this was a scenario where investors could easily transition into becoming customers, and vice versa – as Nikki also highlighted during an interview with crowdfunding agency ISQ, that supported them with their campaign – hence we aimed to visually convey that The Good Pea milk is not only sustainable but also nutritious and delicious, aligning seamlessly with the brand message.
The ability to incorporate testimonials has also played an important role. We chose to showcase them within a phone mock-up, utilising a scrolling animation to accentuate the notion of a vibrant social media community of dedicated brand enthusiasts, thereby highlighting the company’s traction.
The Video Shoot
The video shoot was fun. Nikki and Su got comfortable in front of the camera fairly quickly (well, apart from a few for the bloopers!).
The decision to film at their family home was a perfect fit. Particularly, the shots featuring their daughters were highly effective, aligning seamlessly with the brand’s authenticity. These shots infused an element of laughter, joy, and nurturing, beautifully reflecting the company’s profound passion for the planet and its people. Nikki and Su had a fabulous idea for a ‘hap-pea’ closing of the video following the call to action, and of course, both Ross and I had the opportunity to taste The Good Pea milk in various delicious preparations throughout the day!
A successful crowdfunding video requires a harmonious blend of essential business proposition elements, creativity, and the art of reflecting a brand’s distinct voice. At the same time, it should carve out a platform for the founders to authentically showcase themselves, offering potential investors a genuine glimpse into their passion and motivation.
It has been a privilege to support such an amazing brand, working with Nikki and Su and contributing to The Good Pea Co successful campaign with an impactful crowdfunding video in London.
We look forward to following the company’s thriving journey as they contribute to a more sustainable future with their planet-friendly pea milk.
“I cannot recommend Gennaro enough. He really took the time to understand our brand, our values, and how we wanted to be portrayed in the video. He created a great script, a great storyboard, made sure that we were really comfortable with everything at every step of the way, explained the process, and made us feel really at ease in front of the camera. The result was a crowdfunding video that we’re really proud of.“– Nikki Garg, Co-founder of The Good Pea Co