Case study
“Where are they now?”
Brand campaign
The problem:
EF Educational Tours wanted to show that their high school trips changed students’ lives—and continued to have an impact on students long after the trip ended.
The solve:
We highlighted a real former student traveler, Marissa, who shared how her EF tour to New York City had given her the inspiration and courage she needed to move to NYC and pursue her dream career in entertainment.
Pre-production
Up until this point, EF had primarily made documentary-style videos. But this time, we wanted to try something different: a fully concepted, scripted shoot.
We started by making a pre-production document that defined our project’s tone and feel and story arcs. From there, we made our shot list and wrote scripts for three video ads and a long-form content video, all based off of a pre-interview with Marissa.
Excerpt from shot list
The shoot
Marissa and I spoke frequently leading up to the shoot, so by the time we met in person, we felt like old friends. She was a little nervous on camera, but she said our connection made her feel secure.
It was a bit of an unusual interview in that I already had a solid idea for the script, but with targeted questions and frequent check-ins to make sure everything felt truthful to Marissa, we walked away with material that was nearly identical to our pre-production plan.
Post-production
Because the team could lean on the sample scripts for guidance, the editing process went much faster than usual. However, we still dove into the footage to pick out the best soundbites, finesse the storyline, and figure out exactly where every clip should go in the ads and longer video.
The results
This proved to be EF’s top-performing campaign, with higher metrics across the board.
Over 3.1 million views on Facebook
Over 1.4 million views on TikTok
329,421 total engagements on Facebook
21,200 users with increased recall
13,927 clicks to blog on TikTok, 16,777 visits to EF’s TikTok profile, and 5,128 clicks to blog on Facebook,
And, the work was so successful that EF decided to repeat the process with even more students.
