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NSPCC’s user generated content campaign, starring rapper Devlin, reached almost 1m views and had over 1000 submissions.

The campaign centred on a video and song by Devlin for which people were invited to write and record a final verse.

NSPCC launched the campaign over the summer to engage an older urban audience by partnering with rapper Devlin, online urban music site SBTV and youth agency Livity.

According to NSPCC, the campaign reached over 989,484 total views and received 1004 video entries.

new media age spoke to NSPCC, SBTV and Livity about the campaign and why music and using online and social video was the best way to reach the young target audience.

Joy Barber, communications development manager at NSPCC:

“We got a great response. This is partly to do with setting really tangible benefits for people to take part and also the audience has a lot of respect for Devlin; he was 100% my first choice because he is clearly very credible amongst the audience. The competition also offers the chance to be seen and head by a&r people, so it is really tangible.

“We felt it was right for us to move into a partnership with SBTV for this because it is where our audience is now. SBTV shows the power of digital in how it has managed to grow to the stage where it is the music channel for that audience.

“The term ‘hard to reach’ as a description for this audience is out of date; we don’t use that to describe them. Children and young people are not homogenous, you need to be able to change your tone and environment. A mistake a lot of brands make is they try and bring them to their own environment, but instead you need to be theirs.”


Winning video for Final Verse competition

Callum McGeoch, creative and content director at Livity:

“The most powerful way to engage on any subject matter is music and lyrics as this audience spend hours listening to freestyles on YouTube and creating their own. For NSPCC this worked well because it can be serious, personal subjects and not be embarrassing or taboo because it is through the filter of music.

“This worked because NSPCC had the vision and courage; brands need to take risks. NSPCC could have easily decided to create a few spots for banner ads but that would have had zero impact. This way they had to listen to the song, think about their own feelings, write lyrics and record and upload a video and we got hundreds of entries. This is the same young people that are dismissed as being lazy and not arsed.

“This audience are hard to reach if you are a big brand like Coca Cola, for example, because they find it hard to do targeted things. Their ads have to be very mainstream due to an economy of scale. But if you listen and understand you realise that they are easy to reach and aren’t actually expensive to reach.”

Rick Tank, commercial director at SBTV:

“Devlin is well known but has a real niche following and his fans really share his passion for music. You have him chatting about his experience as a kid and you are going to make kids want to open up and chat about themselves.

“This came about through our relationship with Livity, but SBTV has really taken off recently. When we were smaller we really had to knock on peoples doors, but we have recently featured in a big Google Chrome TV ad and brands are coming to us now. We’ll now decide who to work with on a case by case basis.”


being scenes with SBTV, Devlin and NSPCC


Published 2 September, 2011 by NMA Staff

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