If you have not seen the Kony 2012 video, you may be living under a rock.
It is, without question, the hottest viral video sensation the Internet has seen in a long time. Looking beyond the forty million-plus views that this thirty-minute documentary/movement has achieved in a couple of days (if you haven’t watched it, you owe it to yourself to do so below), this admirable non-profit movement is giving a free master class in Social Media marketing to both non-profit and for-profit organizations. The group is called, Invisible Children, and they have been working for nearly a decade to end Africa’s longest-running armed conflict. The video is a touching and moving story about children, war and a part of the world that is all too often neglected. The ultimate goal of the organization is to make Joseph Kony (head of the rebel group, The Lord’s Resistance, and the world’s worst war criminals) "famous." According to the Invisible Children website: "Not to celebrate him, but to raise support for his arrest and set a precedent for international justice. In this case, notoriety translates to public support. If people know about the crimes that Kony has been committing for 26 years, they will unite to stop him. Secondly, we want Kony to be famous so that when he is stopped, he will be a visible, concrete example of international justice. Then other war criminals will know that their mass atrocities will not go unnoticed or unpunished."
Lessons from a Social Media master class.
Honest. Direct. Powerful.
Too many brands can’t wrap their heads around Social Media because they’re over-thinking it. Invisible Children leveraged a couple of well-known strategies, re-invented them, pulled them together and had a real story to tell. Most campaigns fall down because the story doesn’t grab attention. This one does (which is more than half of the battle). Beyond the great story, they kept it simple and drive people to either watch the video or tweet spam and it all comes together very well.
Kudos to Invisible Children. Not for the for forty-million plus YouTube views, but because of how it all comes together. It’s worth talking about… and worth sharing.
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