CMRI , “REMEMBER THAT DAY”
We had three main challenges to solve. We needed to increase awareness of the impact that childhood diseases have in Australia. We also needed to link Children’s Medical Research Institute (CMRI) to their event ‘Jeans for Genes’ day, which overshadowed the parent brand. And thirdly, we needed to raise awareness of the Children’s Medical Research Institute brand itself, which was struggling to find its identity. Many people who were taking part in Jeans for Genes didn’t know which charity they were doing it for.
In addition, as a science-based brand, CMRI had trouble channelling the emotion that surrounds its cause. This translated to lower engagement on social networks and lower potential donations.
In response to these issues March One presented a strategy to resonate with 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. So far, it has been viewed over 15 million times with a reach of approximately 20-25 million.
The video broke all records on two huge parenting blogs, Essential Baby and The Motherish.
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.
15 MILLION VIEWS IN 3 WEEKS
• 90,000+ SHARES
• OVER 5000 PERSONAL STORIES SHARED
• 20-25 MILLION REACH
• MILLIONS OF HEARTS BROKEN ALL OVER THE WORLD
Head of Marketing & Communications
Children’s Medical Research institute
“Our brand campaign got over 14 million views in social media. And we got such an outpouring of comments from people and families that have children with different conditions. March One has definitely been a winner for us.”