Amnesty International Australia’s latest Syria campaign via Longtail sees 8.5m+ views in 48 hrs
Perth & Sydney digital agency Longtail has launched its latest campaign for Amnesty International Australia.
The campaign, which is running across display, social media, search and BTL, is being spearheaded by a new video aimed at highlighting the struggle in Syria.
As of 08.00 EST this morning the video has reached an astonishing 8.5 million plus views on Facebook in just 48hrs, and continues to spread with thousands of shares driving new reach. The digital strategy has already proven a massive success for Amnesty, with early figures indicating a sharp increase in both donations to the organisation and immediate conversions on online petitions on the Amnesty site.
“We’re over the moon with the way the concept has been received by the audience, and it’s already begun to make a big difference to the campaign,” said Carlo Bertozzi, CEO and founder, Longtail. “It’s a great example of our strategic ability to deliver in any medium.”
Longtail creative director, Josh Edge, said it was a hugely important campaign for everyone who worked on it, to a very tight timeframe.
“We have been overwhelmed by the incredible support and generosity of the collective teams, especially from Filmgraphics, and Noise International, Eardrum in Sydney, Andrew Wright from Forest Studios in Perth, and the awesome client team at Amnesty itself led by digital fundrasing manager Eddie O’Loughlin. It’s a credit to Amnesty’s social marketing team that they have been able to create a real conversation with our film, and the 136,000+ shares and 8.5m+ views in only a couple of days is testament to the importance of this message.”
Donations to Amnesty International Australia made here.
Credits
Agency: Longtail
Creatives: Shaun Thomson, Tom Bradbeer, Josh Edge, Rikki Burns
Account Service: Tyson Knowles and Lisa Moroney
Production: Filmgraphics Entertainment
Director: Kevin Lim
Producer: Tracey-Lee Permall
DOP: Dan Freene
Editor & Post Production: Max Seager
Sound Design: Kathleen Burrows (Noise International)
Music: Andrew Wright (Forest Studio)
Music: Ralph van Dijk (Eardrum)
Amnesty International: Jeremy Bennet, Eddie O’Loughlin
3 Comments
Ralph van Dijk from Eardrum had nothing to do with the music! It was composed, arranged and recorded by Andrew Wright at Forest Studio.
Why does the dad go off to plant a bomb after breakfast?
Awesome work guys, you should be proud of this. @Confused, ummm, yeah.