The video that broke the Internet’s heart

 
 

Children’s Medical Research Institute

Overview

  • 14 Million Views (and counting)
  • 190 Thousand Shares
  • Over 5000 stories shared

 

An emotional video that tells a story, without words just a song, of what is every parent’s nightmare. While highlighting the mission of the Children’s Medical Research Institute. Watch the video here.

Objectives

  1. Increase awareness of the impact that childhood diseases have in Australia.
  2. Linking Children’s Medical Research Institute to their event ‘Jeans for Genes’ day, which until now has over shadowed the parent brand.
  3. Raising awareness of the Children’s Medical Research Institute brand itself.

 

This carefully crafted and targeted video, using March One’s presented strategies, created a lot of interest, emotion and sharing of personal stories

Background

Children’s Medical Research Institute (CMRI) was faced with a number of problems, which they partnered with us to solve.

The main challenge was the struggling CMRI brand. Its low brand recognition within the market meant that its fundraising event, Jeans for Genes day, overshadowed it.

Many people that take part in Jeans for Genes day are unaware of why they do it or who they are doing it for, which reduces results and involvement.

The second challenge was connecting to the emotions of the target market. As a science-based brand, CMRI had trouble connecting to the emotion that surrounds the cause. This translated to lower engagement on social networks and lower potential donations.

In response to these issues March One presented a strategy to reach the emotions of potential donors. We recommended creating a video (the most emotionally charged medium) for a highly invested online audience: women with interests in family, motherhood, pregnancy and childhood. We created a ‘seeding’ strategy for viral marketing and online ads to reach them in the right places…

In the first 24 hours after launch the video had one million views, by the end of the first week it was at two million. After two weeks, over 4.5 million people had watched the film. And these numbers are still increasing every day.

It has reached more than 17 million people and in the process started tens of thousands of conversations between people who have been touched by childhood diseases.

Results

The completion rate of the video – how long it kept viewers’ attention – was 86 per cent compared to the average on that media of 15 to 22 per cent.

The click through rate was 30 times the average interaction and five times more compared to any video previously posted on the page.

So far, it has been viewed over 6.5 million times with a reach of approximately 17 million. It has been shared over 90,000 times with thousands of parents sharing their stories of their children’s illnesses. See some of those stories here.

Merits

This viral video is a great example of what happens when an agency and client work together i.e. CMRI has a clear and defined marketing plan that we worked with. March One had a clear and defined creative solution that CMRI believed in.

Other relevant information

  • The singer of the song is a former Australian Idol singer and was written specifically for her.
  • The song is now available on itunes
  • The video broke all records for the blog Essential Baby and ivillage

Australia’s Youngest
Creative Team

 
 

Working with Australia’s youngest/cutest creative team

What are children thankful for when they beat cancer? That’s the question we asked ourselves on route to creating Playtime, an omni-channel concept that connected adults to their inner-child (and their inner wallets), exploring life-after cancer from the perspective of children.

To crack this brief we ‘enlisted’ Australia’s youngest/cutest advertising team William, Madison and Emily (WME), cancer survivors that also happen to be our talent. After working closely with them for a day, we discovered that beating cancer simply meant more time to play.

This lead to the concept you see today. The campaign launched with 40,000 DM packs, garnered a swell of online interest and is one of Cancer Council NSW’s most popular campaigns.

The Garden Gnome Project

 
 

Our ‘Garden Gnome Project’ leveraged a key insight in heart-health marketing, namely that heart failure is a topic people that rather not talk about, even though it’s Australia’s no.1 killer. 
 
There’s no use talking to a brick wall though, so we conceptualised a targeted campaign that reconnected The Heart Foundation with people via a common interest… gardening.
 
The Garden Gnome Project was born. To date Gnorman the Gnome, who is sold as a backend premium, has helped raise awareness on the value of regular excercise and, more importantly, profit. He is stocked in nurseries (for free). And is one of our most effective fundraising campaigns. 

Giving All
Children a Voice.

 
 

The Shepherd Centre is the NFP helping deaf children to enter Grade 1 like ordinary children do and enjoy the same opportunities that ordinary children enjoy.

Each year, a new class graduates onto ‘big-school’. This year, we were lucky enough to be invited along to capture the emotions, stories and big happy smiles for the ‘Graduations’ DM pack.

It was a wonderful day and its importance wasn’t lost on our donors that responded to the pack in near-record numbers.

Heroes for humanity

 
 

We’re excited to share our new fundraising ideas for Australia for UNHCR.

We have been hard at work helping out our friends at Australia for UNHCR. We are still in early days but we’re very excited so wanted to share a few images with you. Just for a tease!

Australia for UNHCR provides humanitarian support to refugees and other displaced people. They are backed by the United Nations Refugee Agency (The UN Refugee Agency).

Australia for UNHCR is almost entirely funded from individual people, groups and companies doing their bit to help make lives better.

Helping people to help people

 
 

Somewhere out there today a person is feeling alone, afraid, uninformed, unvalued or unloved. At March One, we believe that by working with the right clients we can make that person’s day a little better.

Helping people to help people

That’s why our values are to help people who are out there helping people. And why we use our skills in advertising, design and brand strategy to encourage fundraising, encourage donations and build awareness and engagement for our clients.

“The more money our clients have, the more people they can help. So we make every dollar work as hard as we can, raising our own funds to help along the way!”

Full service agency

We’re a full service agency – ideas to implementation. From the incredible marketers that support our ideas to our senior account management and creative teams and online developers, everyone is here because they believe in what we’re doing and why.

Our services

Concept, Design, Copywriting, Branding, Account Management, Project Analysis and Creative Benchmarking. We create and produce all the elements you require. TV, print, outdoor, digital, social, media buying, production and photography.

Want to meet? Give us a call 02 8425 4700.

Brave, Hilarious,
Pink Ribbon Women

 
 

To our brave, hilarious, spunky Pink Ribbon Women,
 
Without you we would have failed in our mission to inspire NSW to beat all women cancers for Pink Ribbon Day, including breast cancer. So thank you.


You’ve faced and defeated cancer. But still, it takes enormous strength and courage to volunteer to be photographed naked by Jez Smith, one of Australia’s top photographers.
 
Not to mention, to have that photo published on billboards, street-vertising, shopping centres, sent to thousands of homes statewide and let loose on the internet.
 
You’re an inspiration to us all. Your efforts helped raise over 5 million dollars in the fight to beat all women cancers.
 
Sincerely, the gracious team at March One.

The idea for Pink Ribbon Day was to symbolically unite women under the pink ribbon banner. This campaign also introduced the expansion from breast cancer research to all women cancers.

We jump into the fight to beat cancer

 
 

Leap into Leap Day is an awareness and fundraising day that encourages people to jump into the brawl to beat cancer every leap year. Invented and funded by March One, Leap into Leap Day officially earned $6,230 for Cancer Council via our ‘Dare to Leap’ campaign where adventurous people leapt out of planes, leapt off cliffs (with ropes) and leapt over cars on motorcycles all for donations. It was an amazing day. Bring on 2016!

The day supported the campaign that a leap year gave us one extra day in the year to thank all the donors who support Cancer Council in their research, prevention and support programs. We created a special pack to send out to all donors with the intention to thank them 366 times. One for every day in the leap year!