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I had to cover this campaign trial by WaterAid.
It's creative on so many levels.
You can watch the explainer video below, then I've added some thoughts on the work.
December is upon us so now's the time to roundup the finest social campaigns we saw in the past 30 days or so.
As always this list is based purely on things that I thought were clever, inspirational or just plain noteworthy.
Storytelling in marketing terms isn’t just about producing an advert with a narrative, it’s about telling the story of the ‘brand’ across multiple channels and using various tools and methods.
Storytelling techniques can give credibility and personality to brands both large and small.
You can build more meaningful relationships with customers by either highlighting the people behind the brand, creating a distinct tone of voice across all channels or by using the history of the brand to broaden the richness and authenticity of your story.
Join us at our Festival of Marketing, a two-day celebration of the modern marketing industry held in November, where we have an entire stage devoted to Brand & Creative.
Here speakers will help you find the right story for your brand and teach you to how to grow your business while maintaining culture and brand authenticity.
In the meantime, let's take a look at some other useful case studies.
Far too many charities overlook the importance of a conversion-friendly website when looking for donations or volunteers.
If done right, a well-designed website has the potential to influence almost every visitor, regardless of their original intent.
Essentially it will result in driving more users to important pages of a site and once there, converting them at a better rate.
This is vital if paid media is being used to attract them originally, and while many fail here, I feel WaterAid is doing a brilliant job, so I thought I would share why to help inspire other charities.
And for more on this topic, check out Econsultancy's other posts on WaterAid's excellent Instagram campaigns, plus five other examples of charities with great Twitter feeds.
WaterAid has increased its Instagram presence by 12,000 followers in just one week after entering a single Instagram video to the network’s ‘Weekend Hashtag Project’.
WaterAid’s team entered the 15 second Instagram video #WHPfromwhereiwalk featuring a woman in the remote fishing community of Brubeng, Ghana walking to collect unsafe water in Lake Volta.
The unique film offers point-of-view footage that highlights what it’s like for the millions of women around the world who walk miles to collect water each day.
As of writing, since the video was uploaded on Instagram two weeks ago, WaterAid has achieved more than 22,000 followers, gaining roughly a thousand users per day. Before this WaterAid had only 3,800.
Here's the footage...
Much of the work we do on the Econsultancy blog focuses on major consumer brands and how they use various marketing channels, but we occasionally get asked why we rarely mention charities.
It’s a topic we looked at a few years ago in a post that flagged up which charities use Twitter, so I thought it would be interesting to take a similar look at charities that use Pinterest.
To be clear, these aren’t necessarily the ones that I think are doing the best job of using Pinterest, it’s really just a look at how recognisable charities with different aims and causes are making use of the social network...