Saturday, June 10, 2017

That's not what he said...

An effective advertising campaign doesn’t have to rely on new media, it can be a reinvention of traditional channels. Amnesty International, for example, used $900 of regular banner ads on YouTube to drive 370,000 impressions with 1-out of-9 CTR leading to the signing petitions against specific human rights violations. How? Rather using the banner ads to ask viewers to sign petitions, Amnesty appealed to viewers’ emotions by designing the ads as subtitles to the video. So for instance (from the article) “President of the People's Republic of China Xi Jinping is giving a speech when Amnesty's ad appears: ‘I've put Su Changlan in prison for publishing pro-democracy comments.’” Clever adaptation to the catfish…



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