| Good-Loop | |
| Type: | Private limited company (.ltd) |
| Industry: | Online advertising |
| Foundation: | Edinburgh, UK |
| Founder: | Amy Williams and Daniel Winterstein |
| Location City: | Edinburgh and London |
| Num Employees: | 12 (2019) |
| Location Country: | UK |
Good-Loop is an online advertising company that serves adverts for brands whilst raising money for charity.[1] The company currently operates in the UK and EU markets and is headquartered in Edinburgh, Scotland. Clients include Unilever, Kit-Kat,[2] and Coca-Cola.
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,[3] Nestle,[4] 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 (including EU funding), Scottish EDGE,[5] and Innovate UK.
On September 27, 2023 Good-Loop partnered with Yahoo to offer carbon neutral private marketplace (PMP) media opportunities to help advertisers be more sustainable.[6]
Good-Loop's main product is a form of video advertising. 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.
Good-Loop has won several awards:
Good-Loop is an accredited B-Corp.[12] It has been covered in mainstream press (e.g. BBC,[13] The Herald Scotland, Forbes,[14] The Guardian, The Telegraph, Harper's Bazaar) and industry press (e.g. Campaign, Marketing Week, The Drum).