Five of the best. Ingredients for a successful charity video, seminar, 19 March 2015
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Transcript of Five of the best. Ingredients for a successful charity video, seminar, 19 March 2015
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www.magnetofilms.com @magnetojj
Ingredients for a successful video
Jeremy Jeffs Director / Producer
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***Warning***Some of the content in these videos
may be shocking, offensive or upsetting
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1. CONTROVERSY
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RESULTS
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RESULTS
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USING CONTROVERSY
TAKE AWAY POINTS
Dont try and please everyone. Dont shy away from being controversial or challenging.
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Know your audience. And know it isnt.
When it comes to fundraising, the chance of
a radical campaign motivating new givers or
supporters vastly outweighs the potential risk
of offending a few. The Guardian
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2. HARD HITTING STORYTELLING
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LEVERAGE FROM CURRENT EVENTS
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The No More Campaign and the NFLFollowing the elevator footage of NFL player Ray Rice punching his fiance
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NO MORE
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NO MORE
This years Super Bowl was the most watched American TV programme in history. 114.4 million viewers.
$50 million in airtime
7.4 million views on YouTube
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STORYTELLING
TAKEAWAY THOUGHTS
Act quickly to use current events to put yourself and your video at the heart of a
conversation.
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Use storytelling to pull an audience with you make them do some work and theyll engage more.
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3. A FUNNY-SERIOUS BUSINESS
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Aimed at men between 18 & 35 to encourage them to examine themselves
One of them helped launch a brand and set style and tone.
One cost 350 to make. One cost a lot more.
One reached 14,000 within first month. One didnt.
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BUILDING A BRAND WITH
VIDEO - FURBALLS
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BUILDING A BRAND WITH
VIDEO RHIAN SUGDEN
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MALE CANCER AWARENESS
CAMPAIGN
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Cost 350
Rhian Sugden 8 million views and counting
Canadian Furballs 14,000 views on YouTube
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MALE CANCER AWARENESS
CAMPAIGN
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MALE CANCER AWARENESS
CAMPAIGN
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FUNNY STUFF
TAKEAWAY THOUGHTS
Only films that are funny, clever or interesting will go viral.
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You only have 3 days to go viral. Not 2 weeks.
Patrick Cox Male Cancer Awareness Campaign
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4. MESSING WITH YOUR
EXPECTATIONS
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President Obama
Insulation its sexy stuff
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Friends of the Earth
4. MESSING WITH YOUR
EXPECTATIONS
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USING VIDEO RE-DEFINE A
BRAND
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So far its racked up 4 million views on YouTube
Picked up by Curzon Cinemas. Fox channels in the USA
Brought in a whole new audience for Friends of the
Earth
Gone onto make other films in a similar style including A Love Story in Milk
7000
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TAKEAWAY POINTS
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Dont be afraid to offend especially people inside your own organisation.
Going viral doesnt just happen. Plan for it. Use celebrity ambassadors, paid for social and
seeding.
USING VIDEO TO RE-DEFINE A
BRAND
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5. TREND SPOTTING
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Second a day videos
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SAVE THE CHILDREN
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Second a day video
Commissioned by Save the Children VishneeSauntoo & her team. Made by Dont Panic.
Looking for ways to connect to an audience not traditionally interested in foreign affairs.
Coming up to first anniversary of conflict in Syria and the story had dropped down the
news agenda.
Dont Panic proposed idea of second a day.
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SAVE THE CHILDREN
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Second a day video
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SAVE THE CHILDREN
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Second a day video
Planned and organised to go global. Seeding with YouTube ads, True View seeding and paid
for social.
Ambassadors and celebrity advocates tweeted.
10 million views on YouTube within 3 days
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SAVE THE CHILDREN
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Second a day video
Subscribes to channel up 600%.
Younger audience and changed approach.
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TREND SPOTTING
TAKEAWAY THOUGHTS
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Names are vital. Remember that YouTube is the second most popular search engine.
Make use of existing trends and popular topics on YouTube and Twitter.
Film can be used to switch from simply broadcasting to holding a conversation.
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MORE TRENDS
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USEFUL RESOURCES
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www.upworthy.com
www.dogooder.tv
Guardian Ad Break section
www.reelSEO.com
www.VisibleMeasures.com
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www.magnetofilms.com @magnetojj
www.magnetofilms.com
www.magnetofilms.com/realstories
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Visit the CharityComms website to
view slides from past events, see
what events we have coming up
and to check out what else we do.
www.charitycomms.org.uk
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Ingredients for a
successful charity video
Seminar
19 March 2015
London
#CCvideo
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