Posts Tagged ‘video

It is estimated 67% of online searchers are driven to search by an offline channel. Connecting the offline, to the online, and back again, is exactly what Rijksmuseum did here – creating a fantastically shareable video and image, driving immediate and sustained buzz and massive queues at the opening these theatrical types were promoting..

Hat tip: Clairey Ross

People spend a lot of time watching frivolous, ridiculous video online – so Ogilvy Cape Town developed an innovative ‘YouTube interventions’ campaign for Forever Wild based on this insight.

Forever Wild is aiming to gather support from the public and various stakeholders to help fight against rhino poaching in South Africa and save the rhino from extinction.

For the ‘YouTube interventions’ campaign over 60 frivolous trending videos (and some classics) were adapted to include messaging encouraging people to join the fight against rhino poaching and sign a petition.

Targeting people who actively searched for silly viral videos, these ‘Trojan Horses videos’ forced viewers to confront the reality of how they spent their time online and do something positive for a cause.

With PR horror stories in mind of where brands have attempted to subvert trending terms for their own gain… this was a somewhat risky strategy. The video mentions some people were indeed annoyed by the manipulation. But for such an important cause, Ogilvy could get away with it… this once at least.

I’m not sure YouTube would be amused if this tactic is widely repeated, but this campaign shows how understanding people, their viewing habits and specific platform capabilities can be utilised for innovative campaigns that drive awareness and social action.

The results: Ogilvy claim they gained over 300,000 YouTube views, over 11,000 Facebook likes, and petition signatures increased by almost 400%, enough to present a strong case to Congress later in 2012. And all this with $0 spent.

In this incredibly successful campaign, WWF Hungary reached over 275,000 people by combining creativity, sustainability, and PR. Its goal was to put the WWF at the forefront of Hungarian’s minds, whilst highlighting that individuals can donate 1% of their taxes to a charity of their choice. This was achieved (in partnership with their agency Akcio360) as follows:

  1. Just one WWF leaflet was printed, stating that 1% of tax is donateable to charity organisations in Hungary
  2. Two panda-dressed volunteers went to a shopping centre, one standing each end of escalators taking people between floors
  3. Panda one gave the leaflet to a person travelling up the escalator who, after reading, passed it to Panda two on reaching the top. The same leaflet was then given to the next person travelling down the escalator – and, repeat.
  4. This day of distributing just one leaflet was recorded and circulated to journalists and bloggers, leading to the video becoming a global viral hit.
  5. WWF therefore also managed to spread a secondary message (of relevance to marketers) in their video – on the potential for using media in an environmentally conscious and effective way:

This blog is about utilizing and optimizing the social web for business, pleasure and social change

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