“Small has been wonderful to work with! Their insights and advice provided truly game-changing direction for me and my organization. Since we began working together, our website traffic has increased 9X and our video content has reached millions. I can’t recommend them highly enough!”
— Shoshana Ungerleider, MD
Founder, End Well
⇢ 15+ million organic views
⇢ 150+ video assets
⇢ 9.1x website visits
⇢ 35k+ new fans
The Big Challenge?
How do you inspire people to talk about the end of life? Launched in 2017, End Well found itself with a rich library of video content recorded on stage at its annual conference. It was missing a strategy to share the amazing ideas and speakers it gave stage to.
The Small Solution?
Small created and deployed a video content strategy that celebrated speakers and their ideas. Regular, high-quality video posts quickly helped to establish End Well as a premier gathering of thought leaders, visionaries, and pioneers in the end of life space. Over the following six months, End Well's video content organically reached millions of viewers, both inside and outside of the palliative care community, exceeded its ticket sales goals, and established itself as an industry-leading conference that in 2020 would be attended by Tim McGraw, Meghan McCain, and other celebrity speakers.
— Content strategy
— Content development
— Paid media strategy
— Video production
The Video Assets
Social Video Content:
On-Site Video Production:
Behind the Process
To give End Well's audience a consistent and constant stream of impactful video content, the Small team realized it had to honor the sensitive and at times difficult topics presented on the End Well stage. From the outset, the Discovery process revealed all of End Well's video assets would:
— Feature minimal B-roll footage to maintain spotlight on speakers and their stories
— Not include background music to avoid creating cliché emotional videos
— Include titles for the first 5 seconds and hide after to spotlight the speakers
Here is what we've learned from our ongoing work with End Well:
— Invest more time into title appearance and design and request more creative freedom to step away from brand guide to avoid "design fatigue" from viewers
— Keep the title on-screen for duration of entire video to help viewers stay engaged and not space out
— Implement smaller font size for captions to avoid quick fade-ins
— Focus less on celebrity and more on story. Although well-known celebrity attended, their keynotes did not necessarily translate into the most popular (most commented or most viewed) video content
These learnings can be seen implemented in Small's work with Joe De Sena, founder of the world-famous Spartan race. Click here to read the Joe De Sena case study ⇢