Case Study: Content Marketing through multimedia

05/10/17

Ava & Her Owls - AMI Insurance

Most seven-year-olds don’t need small business insurance, but young entrepreneur Ava Rose Heath-Williams knew that if she was going to expand her handmade soap business and prevent nights worrying about her customers’ baths turning purple, she would need it. The business-savvy, year three student knew that she would need business insurance if she wanted to scale-up production with security. “Nothing has gone wrong yet, but I just knew if the ingredients go wrong and turn all the customers’ baths bright purple, AMI would help pay the bills to ‘unpurple’ them,” she said.

Content Production

Media organisations today want multimedia content. It's very rare these days that you see an online news story without some sort of video. Stuff.co.nz upload video in just about every article they post. Their biggest driver is video! Other online news sources are the same. 

AMI approached Tandem in late 2017 to tell Ava's story and It was a project we were really excited to be involved in. Working closely with AMI, we designed a content plan that could be marketed on a variety of platforms; a 2-3 minute video of Ava’s story, a 60-90 second video designed for social media use, a variety of photographs taken on each location shoot and a written blog post. We helped put together a storyboard and discussed how to pull the story together, keeping in mind Ava’s only 7 and we had to be flexible to work around her other commitments (friends, school, and a full-time job). Each piece of content was designed to be packaged and distributed out to the plethora of media organisations wanting to interview Ava so that they could use it for their own content, as well as used on AMI’s and Ava’s platforms to promote their products and insurance.

It really helped that Ava was great talent to work with and interviewed well. Her story was an awesome one to tell from a visual point of view, as there was plenty of interesting things to film; owl soap, the fairy shop, Ava selling at the market, the owl sanctuary and Oscar the owl.

Where did it start?

It was Ava’s love for owls and a book on how to make soap that kick-started her first business venture. Soon after the Dancing Owl Soaps brand was born and took over the family’s kitchen. The young entrepreneur is environmentally-minded and uses her business as a platform to support the Oxford Bird Rescue. Every month Ava donates part of her revenue to the Canterbury facility, which rehabilitates owls and offers a sanctuary for other injured and abandoned wild birds. “My love for owls started as soon as I started reading Harry Potter,” she said. Ava started selling owl-shaped soaps for family and friends to make money for a trip to Paris, but soon “got addicted”. “Then I realised I could help owls and keep making fun soaps that make people happy,” she said.

The family-home production line was busy churning out soaps of all different flavours, colours, shapes, and sizes, and soon Ava was asked to make soaps by people she didn’t know. “Mum then said I had to sell it as a business before it took over our house and used up all our money.” As well as selling them at local markets and on her Facebook page, Ava sells Dancing Owl Soaps at Beyond the Faerie Tree in Rangiora, Christchurch. Shop owners and part-time fairies Rainbow Lilly and Snowdrop said they decided to sell the products as they look beautiful and smell delicious.

They were also impressed that Health-Williams was able to “see a world outside her own” and donate money to the local owl hospital. With business thriving, Ava’s parents knew they needed to help their daughter understand the risks, which included investigating insurance options. After extensive research, AMI’s small business insurance gave Ava the peace of mind she needed. “Insurance will help you out if you accidentally break the law, because when you’re seven it’s hard to know what laws apply to you. It means I can concentrate on making fun soaps and not have to worry about big bills arriving if there was a big disaster.”

AMI confirmed it’s the first time they’ve worked with such a young and creative entrepreneur and have adapted their service to suit the small operation. “We all know that running a small business is a really big job, especially when you’re a seven-year-old girl, which is why AMI is right here with Ava on her journey,” AMI spokeswoman Taufau Saofai said.

Content for other media

One News also did their own story on Ava and her business that aired on the news around the 3rd October 2017. They used parts of our video throughout their story, as well as the blog article to base their story around.

This project is a great example of how Tandem can be your partner for content marketing and how one story today needs to be repurposed for today's digital media and the variety of channels where your audience are found.  

Watch the One News story here.

Blog

Young entrepreneur turns to love for owls into booming business

Most seven-year- olds don’t need small business insurance, but young entrepreneur Ava Rose Heath-Williams knew that if she was going to expand her handmade soap business and prevent nights worrying about her customers’ baths turning purple, she would need it.
The business-savvy, year three student knew that she would need business insurance if she wanted to scale-up production with security. “Nothing has gone wrong yet, but I just knew if the ingredients go wrong and turn all the customers’ baths bright purple, AMI would help pay the bills to ‘unpurple’ them,” she said.
It was Ava’s love for owls and a book on how to make soap that kick-started her first business venture. Soon after the Dancing Owl Soaps brand was born and took over the family’s kitchen. The young entrepreneur is environmentally-minded and uses her business as a platform to support the Oxford Bird Rescue. Every month Ava donates part of her revenue to the Canterbury facility, which rehabilitates owls and offers a sanctuary for other injured and abandoned wild birds. “My love for owls started as soon as I started reading Harry Potter,” she said. Ava started selling owl-shaped soaps for family and friends to make money for a trip to Paris, but soon “got addicted”. "Then I realised I could help owls and keep making fun soaps that make people happy,” she said. The family-home production line was busy churning out soaps of all different flavourscolours, shapes, and sizes, and soon Ava was asked to make soaps by people she didn’t know. “Mum then said I had to sell it as a business before it took over our house and used up all our money.”

As well as selling them at local markets and on her Facebook page, Ava sells Dancing Owl Soaps at Beyond the Faerie Tree in Rangiora, Christchurch. Shop owners and part-time fairies Rainbow Lilly and Snowdrop said they decided to sell the products as they look beautiful and smell delicious. They were also impressed that Health-Williams was able to “see a world outside her own” and donate money to the local owl hospital. With business thriving, Ava’s parents knew they needed to help their daughter understand the risks, which included investigating insurance options. After extensive research, AMI’s small business insurance gave Ava the peace of mind
she needed. “Insurance will help you out if you accidentally break the law because when you’re seven it’s hard to know what laws apply to you. It means I can concentrate on making fun soaps and not have to worry about big bills arriving if there was a big disaster.” AMI confirmed it’s the first time they’ve worked with such a young and creative entrepreneur and have adapted their service to suit the small operation. “We all know that running a small business is a really big job, especially when you’re a 
seven-year-old girl, which is why AMI is right here with Ava on her journey,” AMI spokeswoman Taufau Saofai said.

Photographs

All images are Copyright Tandem Studios 2017

Copyright Tandem Studios 2017

Copyright Tandem Studios 2017

Copyright Tandem Studios 2017

Copyright Tandem Studios 2017