HARNESSING THE POWER OF VIDEO
TO GET AUDIENCES TALKING BEFORE
THEY WALK THROUGH THE DOOR
You have an idea for your event.
You invest an insane amount of time
and energy in bringing it to life.
Expectations are high.
Your nerves are jangling.
Will your audience register?
And of those who do,
how many will actually turn up on the day?
With so much at stake,
you simply can’t afford a poor turnout.
So, what can you do?
Sling them some bait.
Get them curious.
Create a buzz – because buzz
helps stop participants
changing their agendas at the last minute.
But what is the best bait for an audience
of mixed ages, backgrounds and nationalities?
It’s the preferred content vehicle for Baby Boomers
all the way up to Generation Z.
MOVING IMAGES SPEAK
A THOUSAND WORDS
So that’s what we did for Green Week,
the EU’s world-renowned annual
We produced five 30-second video teasers
with a hot shot director, localised the on-screen graphics,
and disseminated the clips online
(thanks to some judicious media-buying)
in five target countries before and during the event.
And by ‘event’, we don’t mean
a one-day conference in a single location.
This was a (Green) Week-long extravaganza
taking place in Brussels and across Europe:
decentralised, with online and physical events,
and tackling a huge topic already subject to a fair degree
of media – and public – fatigue.
So we definitely had our work cut out to pique interest
and generate engagement from a wide and diverse
audience, and a sceptical and over-solicited media…
The answer lay in harnessing
the very best principles of content marketing.
We created just enough audio-visual information
to grab interest, combining the very best ingredients
for optimum viewing and sharing.
Eye-catching, original, humorous,
simple and short – each clip
in the series featured the same madcap character
enthusiastically drenching himself in green paint
in the most unusual locations,
each time to the surprise and amusement
of passers-by, each time culminating
in the umbrella slogan
‘There’s a smarter way to be green’.
So what of the results?
3.024,773 views were counted
across the five focus countries.
And just over an (extraordinary) 2m additional views
were obtained due to a lower pricing – which only tends to
happen on Facebook when the quality of the clip is a ‘cut above’,
and the audience profiling is right on target.
Feel the ‘buzz effect’ for yourself.
Visit www.mostra.com/we-do and think about what we could do for you…