Broederlijk Delen came to us for a video campaign about systemic change. We helped them make a powerful documentary!
Broederlijk Delen needed a way to talk about systemic change. They came to us to produce video content for their campaign. The goal was to create long form content that was educational, would help with their fundraising and could be used for branding purposes.
The goals of this documentary were threefold:
If your knowledge about economic models is quite limited, explaining why the neoliberal economy should make way for the doughnut economy is challenging. Luckily, video is the perfect tool to do just that: explaining complex matters in a simple way.
Systemic change can’t happen if people don’t change their ways. But, the problem is that behavioral change is difficult to achieve. It means giving up some form of comfort, or standing up to the status quo. We needed to find a way to make people want to become part of systemic change.
Social media is a fickle mistress. If you want to go for impressions, paid reach is the way to go. Only, we needed real views (people who actually watched the video) and engagement. That’s why the choice was made to go for owned and earned media only. But that’s easier said than done.
One of the hardest parts of creating a concept is coming up with a big idea. While we tend to overcomplicate things, a simple idea is often the most effective. So when we came upon this quote from Science Magazine of 2018, we knew we got it.
If 25% is enough to create systemic change, it might not be such a big effort after all! That message is exactly what we needed to activate our audience. We just needed to polish it up a bit, and we had the foundation for a movement.
Storytelling and creating the right message for our audience is what we do best. This time however, we needed help finding the right voices and cases to translate our story on paper in to an immersive documentary. That’s how we met the people of mercator.tv. They not only have an extensive network, but they’re also born storytellers with an expertise in environmental projects.
Enough about creativity, let’s talk about strategy. If you can’t afford to throw a lot of money at a campaign, you need to use strong content, and your brain.
Charity organisations like Broederlijk Delen often have a good reputation and connection to certain people of influence. So it would have been a mistake not to rally these people for the cause!
If there’s one thing you can say about Twitter, it’s that it’s filled to the brim with armchair philosophers, psychologists and politicians. So when an actual politician has something to say, many are listening.
We already had the right people to convey our message, then we found the right places to spread our message, so now all we needed was to set a timeline.
Every time we released content, the timing was carefully chosen. As the campaign was first and foremost a national effort, the Dutch trailer and première were the first to air. To create extra engagement, the Dutch première was live-streamed on Facebook and YouTube, and ended with a panel discussion.
The English trailer followed soon after. Just in time for a top topical première during Earth Day. We even had Caroline Lucas from the UK’s Green Party send out a tweet.
By creating a separate domain that included all translations of the documentary, we could redirect traffic to a single landing page. This gave us insights into the success of our approach.
Ever since the website went live on April 22, we attracted over a thousand visitors! And after some marketing analytics, we were also able to gain valuable insights into the demographics and how these visitors got there. Turns out, almost 25% of visitors came from organic social media posts, and a whopping 71% was direct or referral traffic - that's the power of word of mouth when you create content worth sharing!
The results were way better than expected. We reached people form all over the world and the video garnered 27.761 views. While that number in itself doesn’t say much, we also noticed a mighty 57% view rate. This implies that we were able to reach the right audience, even without paid media efforts.
A side by side comparison of our timeline and the curve of interest shows three peaks. One during the Dutch première, one around Earth Day and then another one when Caroline Lucas helped us gain more visibility.
While we’ve gone on and on about Twitter in this case, another important medium for us was LinkedIn. While Twitter is mostly about individuals interacting with their following, LinkedIn is about organisations and their community.
Another natural consequence of the social media attention we generated, was press coverage. While we didn’t actively reach out to them, we were happy to provide them with the information they needed. After all, there’s no such thing as bad press in this case.
To those who watched the documentary, it’s clear that we were able to really present a standalone video. Maybe that’s the reason why we were even nominated for both a Slovenian film festival and the Sustainable Living Film Festival in Turkey!
The 25% revolution is also our first film with its very own IMDB page. So definitely go and check it out.
Want to have a chat with the video strategists to look into documentaries for your organisation? Feel free to reach out!
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