A hard-hitting message could make a charity’s marketing campaign far more effective, an expert has suggested.
According to Andrew Chrysostom, Social Media Executive at Econsultancy, the RNLI has yielded some success from this approach in the last few months.
The charity recently campaigned to halve the number of people drowning in British waters by 2024 and therefore sought to raise awareness about how easy it is to get into difficulty with a series of videos.
Mr Chrysostom noted that these clips were designed for cinema advertising and shot from the first-person perspective of somebody who was drowning.
The audience was asked to hold their breath along with the person on the video, so they could get some idea of what they were going through.
This proved to be very successful, with the video racking up millions of views on Facebook and more than 8,500 shares.
Mr Chrysostom commented: “This video clearly struck a chord with its audience. The application of a hard-hitting message effectively engaged users, as shown by an average view duration of 87 per cent.”
Mr Chrysostom is keen to see whether or not the emergence of virtual reality will lead to charities taking this approach “a step further” and offering an even more immersive experience in the future.
He pointed out that Amnesty International has already incorporated this technique into its marketing, as it recently used a virtual reality headset to show “devastating scenes of bombing in Syria.”
Mr Chrysostom went on to stress that video production does not need to be expensive.
Indeed, he stated that by knowing their audience and having a strong message delivered creatively, it is possible for charities to produce successful clips on an extremely modest budget.
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