Good-Loop is an online advertising company that serves adverts for brands whilst raising money for charity. The company currently operates in the UK and EU markets and is headquartered in Edinburgh, Scotland. Clients include Unilever,
Kit-Kat, and
Coca-Cola
Coca-Cola, or Coke, is a cola soft drink manufactured by the Coca-Cola Company. In 2013, Coke products were sold in over 200 countries and territories worldwide, with consumers drinking more than 1.8 billion company beverage servings ...
.
History
Good-Loop was founded in 2016 by Amy Williams and Daniel Winterstein, with support from Winterstein's previous company. The founders met online when Williams posted an advert looking for someone to help establish an agency which used media money to give to good causes.
Good-Loop works with a number of advertisers, including Unilever, Nestle, and Coca-Cola. The charities it partners with include Wateraid, Carers UK, WWF and Save the Children.
Early funding came from the Collider.io start-up incubator, with follow-on funding raised via crowdsourcing, plus support from
Scottish Enterprise
Scottish Enterprise () is a non-departmental public body of the Scottish Government which encourages economic development, Business, enterprise, innovation, international and investment agency, investment in business. The body covers the eastern ...
(including EU funding), Scottish EDGE, and
Innovate UK
Innovate UK is the United Kingdom's innovation agency, which provides money and support to organisations to make new products and services. It is a non-departmental public body operating at arm's length from the Government as part of the UK Res ...
.
On 27 September 2023 Good-Loop partnered with
Yahoo to offer carbon neutral private marketplace (PMP) media opportunities to help advertisers be more sustainable.
Product
Good-Loop's main product is a form of
video advertising
Video is an electronic medium for the recording, copying, playback, broadcasting, and display of moving visual media. Video was first developed for mechanical television systems, which were quickly replaced by cathode-ray tube (CRT) syst ...
. Adverts are shown in online blogs and newspapers. Viewers pick a charity from a shortlist, which then receives a small donation if the video advert is watched. Advertisers are charged on a cost-per-completed-view (CPCV) basis.
Achievements
Good-Loop has won several awards:
* Adtech's ''Next Big Thing'', 2017
* CEO Amy Williams was selected for Forbes ''30 under 30'' influencers.
* ScotlandIS Digital Tech 2019 – winner for Culture & Leadership
* CTO Daniel Winterstein was named Institute of Directors – Director of the Year Scotland - Start Up, 2019.
* BIMA 2019 Communications & Content (under 70K) award
Good-Loop is an accredited
B-Corp.
It has been covered in mainstream press (e.g.
BBC
The British Broadcasting Corporation (BBC) is a British public service broadcaster headquartered at Broadcasting House in London, England. Originally established in 1922 as the British Broadcasting Company, it evolved into its current sta ...
The Herald Scotland Forbes
''Forbes'' () is an American business magazine founded by B. C. Forbes in 1917. It has been owned by the Hong Kong–based investment group Integrated Whale Media Investments since 2014. Its chairman and editor-in-chief is Steve Forbes. The co ...
,
[The GuardianThe TelegraphHarper's Bazaar]
and industry press (e.g
CampaignMarketing WeekThe Drum
.
References
External links
* {{Official website, https://www.good-loop.com/
Online advertising
Companies based in Edinburgh
Digital marketing companies of the United Kingdom
Marketing companies established in 2016
B Lab-certified corporations