Changing the (Video) Game
ROLE: Brand Strategy, Video Production and Editing
RESULTS' social media needed a brand refresh. Most of our social media consisted of announcements from the organization, even though we are a grassroots volunteer-based non profit. I felt that we needed to position ourselves as fellow advocates coming alongside our volunteers rather than always issuing directives and asking for them to take action.
I had the idea of going off the "I am..." or "We are..." trend and directed this reel about what it's really like to be an advocate. I collaborated with RESULTS' staff across teams to come up with the script and capture the footage.
The Results
This reel ended up being the most popular post we've ever produced, with thousands of views and hundreds of engagements. We got great feedback from volunteers as well, asking for us to create more content like this.
Lessons Learned
Be flexible and move quickly. This reel came from a current trend in social media. If we hadn't been nimble with this video, getting it out before the trend ended, it wouldn't have been as successful.
