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