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…
Here’s a link to a video: http://adage.com/article/digital/agency-knocks-park-youtube-banner-ads/309308/
Here’s the article: http://adage.com/article/digital/agency-knocks-park-youtube-banner-ads/309308/
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