A great video can change the world

A combination of the right stories, the right visuals and the right music can be powerful enough to bring the masses on board with a cause. This is a great tool for marketers who are using video every day to win their audiences over. However, video technology is now in the hands of the many, rather than the few, and the underdog has a fighting chance which can cause BIG damage to existing brands as the first example shows. The balance of power has shifted and the big brands need to be wary… their best weapon can quite easily become their biggest enemy.

Here are five great examples of videos that have been made to bring about some kind of social change – from simply highlighting an injustice, to big calls to action for a specific cause.

1. Abercrombie & Fitch Gets a Brand Readjustment #FitchTheHomeless

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A case study showing how the power of digital media can help small charities engage a passionate following

Many not-for-profit organisations have developed a compelling, inspirational web presence for their cause that has helped create a passionate social media-led community and strong interaction. When discussing good practice in digital marketing for charities, Amnesty, Cancer Research, NSPCC, Oxfam and PDSA are the usual suspects. My case study looks at how a campaigning site against Knife Crime was created from a standing start with minimal budget, but created fantastic engagement. In my post, I'll say a little about the background to the site and how it's doing and then look at how we used blogging, SEO and social media to gain awareness and engagement.  I hope you find it inspiring. The site was started after I was in a McDonalds fast food restaurant with my family one Saturday lunch time when a former…