By Kevin Twer
UCLA Coach John Wooden said that. No original headline this time, folks.
HKA unveiled a clever buzz-building campaign this week for Susan G. Komen Orange County. The agency launched a creative video on YouTube, asking for assistance funding critical mammograms for those in need. Guess what? The video is cookin’ big time, and we hope the increasing number of daily views translates into an increasing number of dollars raised for this deserving client.
I don’t know if our creation can compete with singing babies, dancing grandmas or dogs that fight their own shadows. But in the never-ending online battle for clicks, views, likes, comments, e-buzz and other digital affirmations, we’re very proud of our little engine that could (and is).
Truth be told, as special as this video is, it’s no Gangnam Style, which has 1,839,838,067 views at last check – and counting. Yes, the commas are correct. While we hope our jingle travels around the world, we know it might only go around the block a few times.
This type of honest assessment led us down a wonderfully designed pre-launch plan of attack. We knew we’d have to push the video and did. We realized the importance of a strategic nudge, so we created one. We embraced the power of viral, but didn’t rely on it. We saw a sensible opportunity to debut our philanthropic effort in conjunction with “Giving Tuesday” and made it happen. We planned and planned then planned some more – Gangnam Style!
Everyone at HKA hopes the video reaches millions. We all hope it positively impacts millions more.
Thu, December 5, 2013
by Kevin Twer filed under