My Organic School is an organisation that distribute organic fruit and vegetables to families in Sydney via school co-operatives. In order to create new markets, and grow the business, My Organic School founder, david Walsman, employed Digital Video Lab to create a video that would engage with Families of school aged children, and encourage them to create a veggie co-op at their own school.
It was vital to tell a story that resonated with both children, and their parents, focusing on the benefits of organic eating to the health of young children. We focused our attention on parents of existing co-ops, because we knew that they were highly engaged, and eager to share their experiences. We let these parents explain why the co-op works for them and the benefits of becoming a member. We knew that these voices would resonate with other parents, without coming across as a sales pitch. It was important to make these interviewees feel relaxed (none of them had ever done an interview on camera before). So we set up camera’s and just started a conversation. We let them pack the boxes, catching them in their normal routine and place, so that they felt at ease, and could communicate their ideas as normally as possible.
We then interviewed David Walsman, the founder of My Organic School, for commentary around how the co-ops worked, and elements around how the structure of the co-op would function – showing him as the expert in his field.
Finally we knew that we had to hit people visually, so we shot a heap of close up shots of the beautiful organic fruit and vegetables, showing precisely what customers would be getting in their organic box each week.
From David’s past experience, we knew that most of the school communities connected via group facebook pages, so we focused on getting as many organic shares across this platform. Within 2 weeks, the video had been shared over 5,000 times…and was viewed over 40,000 times within 3 months.
My Organic School signed up 15 new Schools as a direct result of the video, which has allowed the organisation to expand to new areas within the Sydney metropolitan area, with plans to expand even further.