Challenge
A rebrand rooted in purpose
As Echo approached a company-wide rebrand, we asked ourselves a question that demanded honesty: What’s our reason for being?
The answer came clearly: to help people connect more deeply with those who matter most. We’re in the business of stories … but not just any stories. The kinds you wish you’d asked for. The kinds you never forget.
We knew we wanted to lead with a flagship piece of content that captured this essence. Something personal, poignant, and shareable. Something people would watch and immediately understand what Echo is all about. But it had to be done right. No marketing fluff. No tired tropes.
We needed something true.
Solution
A father’s day film with universal resonance
Our Founder and CEO, Samantha Reynolds, grew up without a father. Years later, watching her husband’s powerful bond with their children, she found herself reflecting on the words we often leave unsaid. Why do we wait to tell the people we love what they mean to us?
From that seed of truth grew Tell Them Now, a two-minute video timed to Father’s Day, written and produced in-house.
We invited 17 pairs into the studio, and quickly brought them into a vulnerability frame of mine. Their on camera reflections were raw, honest, and humbling. Taken together, their message was clear: Don’t wait. Tell them now. And when we released the video, we paired it with a call-to-action that invited viewers to do exactly that.
Result
A ripple effect of connection
The video struck a chord. In the first 72 hours after launch, it became Echo’s most widely viewed and shared piece of content ever. But more importantly, it sparked action.
People sent it to their dads, to their kids, to mentors and friends. Every Father’s Day since its release, we continue to receive messages from churches, schools, and community groups requesting permission to screen it.
The takeaway? When you create something true, it doesn’t age. It echoes.
One more cool thing...
The smaller moments
While the piece was always intended to reflect Echo’s brand, the process of making it reminded us why we do what we do. At every step, we were moved by the very message we hoped to share: that storytelling isn’t just for legacy, or business, or branding.
Sometimes, it’s just about love.
A week after our video aired, a fast-growing tech startup in Annapolis saw it, called us and requested a quote on a viral video for its own brand. And the week following that, we had over a half-million views. Interview requests were flooding in from over 50 media outlets around the world, including Buzzfeed, the Huffington Post and the Daily Mail in the UK. We got press mentions in Germany, Sweden and Japan. We hosted camera crews in the office, and Samantha appeared on Canada’s most-watched national breakfast talk show, Canada AM.
Mission accomplished.
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