This post is intended as an overview of a speaker session at our charity event The modern charity: Using video to connect with current and potential supporters, which took place on 14 July 2016.
Lauren Garland, Social Media Manager and Julie Sander, Audio Visual Producer at RNIB gave a fascinating insight into their strategy, planning, distribution and results from two recent video productions.
This brand animation ties in with our values and develop our illustration style. We used our case study and studios plus shot real life footage ourselves and created something with impact that we could use in other ways. The video was made with social media in mind and the social media campaign was run in-house.
The aim was to trial video ads to see how we could use them to reach and convert a new audience. With a budget if £1,000, the primary goal was to raise brand awareness, with a secondary goal to grow new enewsletter subscribers
What we did
We promoted the film as a standalone piece of content without a strong CTA, and targeted a relevant cold audience with demographic, geographic and interest based targeting.
We also retargeted people who engaged with the film with a direct CTA to sign up to the enewsletter.
Inspired by other brands to encourage engagement, we made this film in-house with real people affected by sight loss. This was a low budget production, with the aim to maximise use of the footage.
With a budget of £8,000, our aim was to improve how we use video to raise brand awareness on social media. The primary objective was to raise brand awareness and engagement, and secondary to encourage people to visit our website and find out more about our reading services.
What we did
Promote the film as a standalone piece of content, targeting a relevant cold audience with demographic, geographic and interest based targeting. Retarget people who had visited the reading pages on our website, and those who engaged with the film with a direct CTA to sign up to the enewsletter.
Organic reach 19.6k with 4.2k views.
Retargeting people who engaged with the film (£2,600).