20 Best Marketing and Advertising Campaigns We Have Ever Seen e book 20_Best_Marketing_and_Advertising_Campaigns | Page 21

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INVISIBLE CHILDREN: KONY
BRAND & CREATIVE:
Invisible Children
In March 2012, Invisible Children launched a video to
bring awareness to the violence from Joseph Kony and
the Lord’s Resistance Army (LRA).
There were positive and negative reactions to the video
when it went viral. On a positive note, some people
thought it brought awareness to a global issue needed
to be addressed. On a negative note, some people
thought it did not properly highlight the facts of the issue.
The video went viral with help from celebrities including
Oprah Winfrey; it generated over 16.6 million views on
Vimeo and over 94 million views on YouTube. More than
1/3 of the U.S. Senate supported the capture of Kony.
STEAL THIS
Think about partnerships that can help you generate
awareness and capture the attention of your audience
on a larger scale.
If you’re a nonprofit, take a look at the example set
by Invisible Children. Even though they weren’t a
well-known organization and were supporting a cause
that was also not very well-known, they were able to
receive global attention through the marketing of this
video. Think about your mission and cause, and who
you may want to align with to accomplish your goals.
Invisible Children saw an opportunity to work with
celebrities like Oprah to get the word out, and they
were extremely successful.