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Fundraising & Brand pivot case study
Alpha'a
VIDEO CAMPAIGN RESULTS
Alpha’a, a property-tech startup, was in the middle of fundraising, when they came to us to help get their message across to their potential investors. While in the middle of their campaign, Covid hit, and we helped them succeed in spite of the odds, by pivoting their messaging to match the times.
Challenge
Alpha’a had become relatively ingrained in the prop-tech community by the time they came to us to magnify their messaging and raise funds to gain momentum. They had a great deal of information they needed to convey in their video, so the challenge was how to include this information while keeping it engaging to their niche audience.
Solution
We worked together on scripting to hone their messaging and make sure the narrative would be clear, concise, and visually engaging.
They preferred to play it by the books, stylistically, to appeal to their more conservative, corporate audience. So we shot the interview footage and color enhanced it to make it pop, just like the art they’re promoting.
We then blended this footage and b-roll with industry-specific stock footage to create a clean, modern look to accompany the messaging.
Results
Following our video launch, their fundraising efforts accelerated. Then Covid hit…
Relying on the clear messaging of the video and a whole bunch of elbow grease, the campaign ended by raising 240% of their initial goal.
Adapting a Real-Estate Startup's Message for a Post-Covid World
Despite this success in the midst of the pandemic, co-founders Manuela Seve and Renata Thome realized they needed to quickly pivot to maintain momentum in a world where a pandemic was killing the real estate market.
Alpha’a quickly announced a new feature that would help people connect to buildings/spaces in a new way– one that connects the artists’ stories with the artwork. They reached out to us to create another video that announced this feature while creating more of an emotional response than the typical fundraising pitch deck.
We decided to create a brand/mission-focused add that focused on how Alpha’a’s service brings people together, even when isolated, resulting in the following:
Since we couldn’t gather in person to shoot new footage, we assembled an edit using existing footage from interviews they had conducted with artists and blended them with stock footage to create an inspiring narrative that simultaneously helped the viewer feel less alone, while aligning this positive emotion with Alpha’as brand.
As of this writing, Manuela & Renata continue to build steam, despite the rough climate for real estate. By positioning their brand with video as a solution for our current real estate predicament, they are staying ahead of the crisis.
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