Joss Davidge, Business Director of brand experience agency BEcause, continues his weekly quest for great ideas that get people talking. This week he looks at two viral campaigns designed to get a message to the right people.
The rise and reach of YouTube stars is phenomenal. From comedy to commentary, some YouTubers attract millions of subscriptions and far flung fame. Refuge and Volkswagen have both recently run video campaigns, through well known online celebrities, that creatively speak directly to women.
Don’t Make Up and Drive – Volkswagen
An alarming statistic states that over half a million car accidents in the UK have been caused by women applying make up. In order to make absent minded drivers aware that this is a devastating and unnecessary statistic, Volkswagen teamed up with self styled YouTube make up guru NikkieTutorials. Unsuspecting viewers were kept in the dark as the video plays out as normal with Nikkie explaining how to apply the make up. Then suddenly she is hurled forward towards the camera as if she has just been in a car crash. A caption then details the worrying statistic. The reaction of viewers and the media spread the message far and wide. The creative idea and success of the campaign secured DDB Tribal and Volkswagen a Cyber Gold at Cannes Lions this year.
Don’t cover it up – Refuge
In a similar vein Lauren Luke has shot to fame for her online beauty tutorials. Recently she uploaded a video entitled “How to Look Your Best the Morning After”. Luke’s face is covered in bruises and cuts but, without straying from her normal delivery, she explains to viewers how to cover it all up with make up. The campaign was conceived by UK charity Refuge to highlight how many women cover up if they are the victims of domestic violence. It has since been widely shared and talked about by the public and the media.
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