This week, the NAACP becomes a reality (in Reels) with its latest public service campaign. An innovative awards show that showcases humor in the excuse with simulation-style videos. And Flipboard found a new angle for a new podcast.
NAACP becomes a reality
The NAACP turned to Instagram to meet its target audience for a student debt collection campaign.
But the organization did more than choose a platform where young people hang out. It transformed its content to have colorful designs and sound Instagram features to attract the desired audience and powered the Instagram algorithm.
“The subtitles feature has made our videos more accessible to the 85% of people watching the muted videos. Featured music helped us get more visible on the Instagram algorithm,” said NAACP's Shadawn Hammons speak.
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WHY IT'S HOT: This NAACP campaign intentionally mixes first-person anecdotes (ie, user-generated content ) with data and statistics to share stories around the repressive effects of student debt. And it includes a multi-choice call to action: use the #MinustheDebt hash tag to share what they would do without $50,000 in college debt, text a number to give others know about their displeasure, and share their posts and stories with others (or all of the above).
The style of the campaign marks a clear departure from the organization's traditional social approach (like this voting video posted to Facebook in 2019). Sharise said that they intentionally avoid using celebrities to receive notifications and choose Make a video at home instead of hiring a production team as it did in 2019.
It's a great example of how to reach your audience where they are – and in a way most likely to resonate with them.
@NAACP tried a new style for younger audiences on @Instagram: instead featuring user-generated content by celebrities, Instagram audio tracks, and captions to expand reach through #ShadawnHammons @CMIContent. Click to Tweet
Epica Awards stand out with simulation-style advertising
The team behind the Epica Awards have been mildly critical of other award programs (and those who file common complaints about prize evaluation) in a new campaign to inform the call for submissions. . The Epica Awards, which recognize creativity, are judged by journalists working for marketing and communications magazines around the world.
Three videos feature "secret" footage of agency employees explaining why they didn't win. This is one of the video where the agency rep tells the client how great their work is and why it didn't win an award (“If only you were an NGO instead of a bank,” says the fuzzy-faced creator. )
[embed]https://www.youtube.com/watch?v=QOHFVxftekA[/embed]
Each video ends with the message “No favoritism, no excuses” and encourages others to promote the award with #NoExcuses. You can watch all three this.
“The mild provocation campaign is designed to start a conversation – the advertising community will be invited to give more excuses through Instagram,” Epica said in a statement.
WHY IT'S HOT: It's hard to stand out with a call to participate in an awards show. Epica invested in creating original video content in the hope that the message — all the excuses companies make up for not winning awards — would resonate with audiences. The slogan “No favoritism, no excuses” feels appealing. But is the video is hot enough To promote the audience help go viral? The clever concept caught our eye. And proof of the campaign's success will be whether it motivates people to join their prize. And the (awards) of the jury is not over yet.
New creative @EpicaAwards video pokes fun at the reasons people give when they don't win an award. The jury is looking at whether the #NoExcuses method will get more entries via @CMIContent. Click to Tweet
Flipboard flip an angle
News-gathering app Flipboard is on the air with Selection Arts Podcast released today.
The first 10 episodes feature interviews with flavorists from different fields based on curator . "Whether it's the DJ or your dinner party's guest list or your social media feed, intentional actions can make or break the experience," Flipboard explained in the announcement.
Among the first guests were Jennifer Frazier, senior ocean scientist and curator at the Exploratorium, food journalists Mark Bittman and Paul Miller aka DJ Spooky.
Mia Quagliarello, Flipboard's head of creator community, organizes and edits audio file. She previously led management at Flipboard and led the content program at YouTube.
WHY IT'S HOT: Flipboard doesn't just take the topic of management and explain how it relates to its news app. Instead, it hosts interviews with curators who are working to explore how curated arts work in science, entertainment, family, music and more. Now, that's something worth listening to.
@Flipboard launches podcast to explore how curators in science, entertainment, music, and other industries apply the art of selection. @CMIContent says it's worth a listen. Click to Tweet
Cover photo by Joseph Kalinowski / Content Marketing Institute
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