FAILING TO PREPARE IS PREPARING TO FAIL

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.

6 comments (Add your own)

1. Jenn Magana wrote:
Yes, we do hope this reaches millions! It's a wonderful piece put together for a wonderful cause. Let's keep spreading the word.

Fri, December 6, 2013 @ 11:13 AM

2. Alicia wrote:
The video communicates a truly inspiring message through truly creative lyrics. Way to go HKA, Contexture and Komen OC!

Fri, December 6, 2013 @ 11:48 AM

3. Liz wrote:
Truly a labor of love and dedication. Hope it helps many underserved women in Orange County.

Can't wait to see what you come up with next year!!

Fri, December 6, 2013 @ 12:59 PM

4. hilary kaye wrote:
Kevin, thanks to your superb work as a parody lyricist, I can no longer hear Winter Wonderland (last year's Komen parody) without thinking about mammograms. No doubt, I will have the same fate with Jingle Bells this year. I hope EVERYONE thinks about funding mammograms when Jingle Bells comes on the radio. Let's all continue to push out this fun reminder that mammograms save lives!

Kudos to all at HKA who worked on this project, especially Project Manager Liz.

Fri, December 6, 2013 @ 1:52 PM

5. Melissa wrote:
You know how sometimes the sequel isn't as good as the original? Not the case with the Komen videos. The team did a fantastic job! And what a great topic to discuss in your blog, Kevin. :)

Fri, December 6, 2013 @ 2:20 PM

6. Kristina wrote:
What a creative rendition to an all time classic that raises awareness for an important cause. Even if the video doesn't receive millions of hits, the hits that it does receive will be meaningful.

Fri, December 6, 2013 @ 5:42 PM

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