Category: Non-Profit Client

We’ve had a busy fall at our Atlanta ad agency with a couple of new business pitches. We won one, and didn’t win the other. We’re really excited about the business we won because it is in the outdoor industry and the company has huge potential to become a major brand, but we can’t talk about it yet.

The one we didn’t win was Zoo Atlanta. Even though we won’t be partnering with them, we still wouldn’t change the opportunity of being involved in the RFP process. Our teams’ really enjoyed coming up with several creative campaigns for the non-profit and liked the concepts we presented.

Maybe more than our feelings about our proposal, we felt proud of the fact that we made it to the final round, and were one of the three agencies that presented to Zoo Atlanta. We’re a boutique agency and had a feeling we might have been “punching above our weight”, but it was fun and we concepted some very creative, strategic ideas. Maybe if you are the marketing director of a zoo or an applicable brand, you’ll take a look at our work and give us a call.

Look for great new work in the outdoor category coming from our Atlanta ad agency and Public Relations firm in the next few months.

Komodo  Frog-jump-closeSnakePhotoOpp Atlanta Zoo pitch Ad

A peak at a few of the experiential ideas we wanted to produce for the Zoo’s new Spring exhibit.

Ad Agency New Business for Outdoor and Non-Profit Clients

Here’s Part 2 of how to make a memorable video that is highly viewed. These tips will get you more views and help build your brand. Don’t forget to review steps 1-5 below this post.

6. Be weirder than weird. It’s always fascinating to watch weirdness and try to figure out why someone did something so odd. YouTube is a great place to do this and people love to share these “freaky weird” videos. If your brand is brave enough to go this route, it can pay off significantly because viewers will appreciate the risk your brand took to entertain them. Maverick brands that create this type of content can attract some of the strongest, most die-hard advocates on earth. Just remember to make sure that in all of its video weirdness, you understand who your audience is, you have an underlying brand message, or you’re willing to have the weirdness “sponsored” by your brand. As brands become facilitators of entertainment, it’s ok to simply be a curator or sponsor of content.

7. Put a prank or stunt in it. If you can pull off an amazing stunt or prank that people believe is real, or it looks so cool they excuse the slight of hand used to seam it together you can get major views as debates ignite over if it was real or not.

8. Put babies or really cute kids in it. Especially if the target audience is female, or better yet, mothers, your brand will win going this route. But again, it needs to feel honest, sweet or just captured as a sincere moment of life. If you can’t pull honest, sweet or sincere off perfectly, go with funny and still put babies in it.

9. Make it Beautiful. Get out your brand-building wallet and support a visually stunning, cinematic masterpiece with an amazing music score that explains what your brand stands for. No matter how busy and fast-paced our corner-cutting society becomes, people will take notice. There is something so eloquent in a great piece of film that has been crafted to show the world in a different, more beautiful light; Something that gets people to slow down, watch, appreciate and share (hint: sometimes that “thing” is the beauty of seeing the world in slow-motion).

10. Advertise and Promote your Video. Yes, that’s right, you can actually do a paid YouTube media buy for your video. And you can be very specific with who it’s served to and where they are geographically. How dare I suggest that you do a media buy for your video on YouTube? After all, it’s supposed to be this place where your video just gets all these free impression from people dying to watch what you created. But even with all the outlined video strategies, there’s no guarantee that any video you do will go viral. Remember your video will be competing against all the great video content that doesn’t have a brand message or any standards to uphold. These videos are the ones that often go viral and get millions of views because they really don’t have any other motive than to entertain. So why not, as a brand, pay to have your video shown “pre-roll” to another video? Or have it show up in Recommended Videos sidebar. And what might be the best deal around is that with a YouTube media buy, you can pick up thousands of brand impressions for nothing. Think of it as a sort of “value-add” to your media by if you set it up right.

As for promoting your video, you’ll want to do more than post it to your company Facebook page. You’ll want to dedicate a budget to a true PR effort aimed at blogs in your industry. If you can get a few good blogs to pay attention and push it out to their subscribers, you can gain 30,000 views overnight. And if your video has mainstream appeal or something unique and funny in it, then you need to put the effort into having it picked up by mainstream entertainment and news sites like Buzzfeed and Digg.

Whatever type of video you end up creating, chances are it won’t go viral on its own. It has to be good, and it has to be promoted.

 

Branded Video Content Ideas, Part 2

Getting a video viewed by more than the amount of employees in your company comes down to content quality and promotion (more on that part later), so here’s some ideas about what makes a good branded video.

1. Use physical comedy. We can’t stress this enough. People love physical comedy, and they love to share it in social media. Physical comedy needs to use shock or surprise to work. If what’s about to happen is telegraphed at all, it will fall flat and you won’t have true comedy that people want to share. The pure shock of physical humor jolts something in the human mind that makes people feel alive and energized. There is an art and a learning curve to creating quality physical comedy. Many don’t do it well, but good ad agencies and production companies understand it, so trust their instincts if you decide to go down this path.

2. Celebrate Human Feats. As much as we love amazing animals, we love amazing humans. Often this is the mainstay of athletic companies, but who says your brand can’t be related to human achievement? Red Bull isn’t an athletic company, but they’ve become synonymous with extreme athletes. Extreme athletes always make for video content, but think about what other human feats you can relate your brand and video to. Apple attaches its brand to amazing humans who Think Different. What about amazing musicians, ballet dancers, street dancers in a third world country? All sorts of amazing human achievements can make for great video content and a strong brand identity.

3. Create content that will get the commercial banned somewhere. People love things that are deemed “off-limits” to a group, or part of society. If a TV station or government has stamped the proverbial censorship rating on it, all that much better for the video’s chances of going viral online. Promote the heck out of it as a banned tv commercial. Just make sure it’s good or it will get many more thumbs-down than thumbs-up. One such commercial our Creative Director wrote the script for (that was more physical humor than edgy content, but was banned in England anyhow) had over 2 million views of the official video and multiple parodies:

4. Put a celebrity in it. If you have the budget, incorporating a celebrity into your concept can almost automatically generate video views. Look for celebrities that make sense with your brand and then create a contract that states they will promote the video on their own social media channels like Twitter. Some call this borrowed interest, but it works. We recently put WWE Superstar Rey Mysterio in a client’s commercial and for the product category, it did pretty well on YouTube because he has a built in following and blogs were more willing to promote the video because anything a public figure does, qualifies as news-worthy.

5. Put a cute animal in it. People love furry little creatures like puppies and kittens when they are doing something adorable, funny or amazing. Actually setting out to produce something like this is much harder than just spontaneously capturing it in a lucky video. For brands, this means your agency needs to have a well thought out idea, but you also have to be much more flexible, willing to experiment, or change the plan if something isn’t working. What this means is the highest level decision maker at a company should be involved if it’s going to work. You also need to be open to silliness as a brand as that is often where these animal videos end up.

Next week, we’ll post part 2 which covers more content categories that work well for online video. We’ll also talk about the importance of promoting your video.

Building a Brand with Video: How to Get More Views, part 1

Wow, what a week! We filmed a TV commercial on Tuesday starring WWE wrestlers Rey Mysterio and Alicia Fox, who are appearing in a new client spot that will air during the NCAA Basketball Tournament. We’ve had the opportunity to work with incredible clients to produce two TV spots for the NCAA over the past year and were thrilled to work with such a remarkable talent like Rey, who is prominently featured in the commercial.

Yesterday, we had the opportunity to meet Robert McClain of the Atlanta Falcons, who is interested in helping to promote the Atlanta Humane Society and show his dedication and support of the local non-profit. An animal lover since childhood, Robert has a shepherd mix named Melo. We look forward to filming a PSA and getting him involved in many of the AHS events (as much time as his busy schedule will allow that is).

We are looking forward to producing the spot featuring Robert in the next couple of months and showing what a big animal advocate he is. We’ve had a blast with the pro sports talent this week and helps us realize why we love our jobs so much!

Pro Sports Week at Seed Factory

As animal advocates, the partners at Seed Factory, a PR and advertising firm, are passionate about working with companies who have a strong mission for what they do on a daily basis. When Atlanta Humane Society needed an Atlanta agency to develop a robust and easy-to-update website, we were honored to be selected as their agency partner to design, develop and launch it. From the initial site map to design, photography and development, we enjoyed every step along the way.

The intuitive and easy to navigate website now has a strong call to action that encourages adoptions, donations and volunteering. The website also includes compelling new photography of the wonderful dogs and cats available for adoption and showcases a fresh, modern design for the Atlanta non-profit. AHS dogs and cats, featured prominently on the site, are the only animals used in the photography. We had an incredible time capturing the personality with each animal’s photo. We believe the website highlights the amazing work Atlanta Humane Society does on a daily basis to service the community.

The Atlanta Humane Society website is built on a secure and customizable platform that is easily maintained by AHS staff. The new website features captivating imagery of the dogs, cats, puppies and kittens available for adoption as well as the dedicated employees and volunteers that care for these loving animals. Performance measurements are in place and we are excited to see the results that match or exceed expectations for ROI.  Take a look and let us know what you think of the new site, www.atlantahumane.org.

Atlanta Agency, Seed Factory, Launches New Client Site