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 [email protected]

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www.magnetofilms.com @magnetojj

Ingredients for a successful video

Jeremy Jeffs – Director / Producer

[email protected]

***Warning***Some of the content in these videos

may be shocking, offensive or upsetting

1. CONTROVERSY

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RESULTS

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RESULTS

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USING CONTROVERSY

TAKE AWAY POINTS

• Don’t try and please everyone. Don’t shy away

from being controversial or challenging.

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• Know your audience. And know it isn’t.

• “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

2. HARD HITTING STORYTELLING

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LEVERAGE FROM CURRENT EVENTS

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The ‘No More Campaign’ and the NFL

Following the elevator footage of NFL player Ray Rice punching his fiancée

NO MORE

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NO MORE

• This year’s 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

they’ll engage more.

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

didn’t.

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

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

4. MESSING WITH YOUR

EXPECTATIONS

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President Obama

“Insulation – it’s sexy stuff”

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Friends of the Earth

4. MESSING WITH YOUR

EXPECTATIONS

USING VIDEO RE-DEFINE A

BRAND

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• So far it’s 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

TAKEAWAY POINTS

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• Don’t be afraid to offend – especially people

inside your own organisation.

• Going viral doesn’t just happen. Plan for it.

Use celebrity ambassadors, paid for social and

seeding.

USING VIDEO TO RE-DEFINE A

BRAND

5. TREND SPOTTING

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Second a day videos

SAVE THE CHILDREN

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Second a day video

• Commissioned by Save the Children – Vishnee

Sauntoo & her team. Made by Don’t 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.

• Don’t Panic – proposed idea of ‘second a day’.

SAVE THE CHILDREN

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Second a day video

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

SAVE THE CHILDREN

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Second a day video

• Subscribes to channel up 600%.

• Younger audience and changed approach.

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.

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

• www.magnetofilms.com/realstories

www.magnetofilms.com @magnetojj

www.magnetofilms.com

[email protected]

www.magnetofilms.com/realstories

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

Ingredients for a

successful charity video

Seminar

19 March 2015

London

#CCvideo

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