five of the best. ingredients for a successful charity video, seminar, 19 march 2015
TRANSCRIPT
www.magnetofilms.com @magnetojj
Ingredients for a successful video
Jeremy Jeffs – Director / Producer
USING CONTROVERSY
TAKE AWAY POINTS
• Don’t try and please everyone. Don’t shy away
from being controversial or challenging.
www.magnetofilms.com @magnetojj
• 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
LEVERAGE FROM CURRENT EVENTS
www.magnetofilms.com @magnetojj
The ‘No More Campaign’ and the NFL
Following the elevator footage of NFL player Ray Rice punching his fiancée
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
www.magnetofilms.com @magnetojj
STORYTELLING
TAKEAWAY THOUGHTS
• Act quickly to use current events to put
yourself and your video at the heart of a
conversation.
www.magnetofilms.com @magnetojj
• Use storytelling to pull an audience with
you – make them do some work and
they’ll engage more.
3. A FUNNY-SERIOUS BUSINESS
www.magnetofilms.com @magnetojj
• 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.
MALE CANCER AWARENESS
CAMPAIGN
www.magnetofilms.com @magnetojj
• Cost £350
• Rhian Sugden – 8 million views and
counting
• Canadian Furballs – 14,000 views on
YouTube
FUNNY STUFF
TAKEAWAY THOUGHTS
• Only films that are funny, clever or
interesting will go viral.
www.magnetofilms.com @magnetojj
• You only have 3 days to go viral. Not 2
weeks.
Patrick Cox – Male Cancer Awareness Campaign
4. MESSING WITH YOUR
EXPECTATIONS
www.magnetofilms.com @magnetojj
President Obama
“Insulation – it’s sexy stuff”
USING VIDEO RE-DEFINE A
BRAND
www.magnetofilms.com @magnetojj
• 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
www.magnetofilms.com @magnetojj
• 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
SAVE THE CHILDREN
www.magnetofilms.com @magnetojj
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
www.magnetofilms.com @magnetojj
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
www.magnetofilms.com @magnetojj
Second a day video
• Subscribes to channel up 600%.
• Younger audience and changed approach.
TREND SPOTTING
TAKEAWAY THOUGHTS
www.magnetofilms.com @magnetojj
• 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.
USEFUL RESOURCES
www.magnetofilms.com @magnetojj
• 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
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