What if brands focused on things that actually mattered – like human rights, equality of opportunity, and empowerment – rather than on superficial messaging and imagery? We think the world would be a better place if more companies used their resources, talent and budgets towards goals that were more meaningful than their bottom line. By focusing on issues that actually matter, companies wouldn’t have to hire expensive consultants to figure out “how to be relevant” because meaningful work is always relevant.
The videos below are some of our favorite examples of how brands can use their resources to advocate for, bring attention to and inspire progress on issues that matter.
1. Dove : Real Beauty Sketches | You’re more beautiful than you think
If you look at Dove’s competitors, on average their youtube videos have only 600 views each. This Dove video has over 60 million views. It’s because they aren’t talking about Dove – no one cares about watching a video about Dove. The video is about a topic that resonates with people – self esteem issues.
2. Always #LikeAGirl
This video proves that you don’t need a fancy backdrop, action scenes or celebrities to go viral. A simple message that people care about is enough to get 60 million views.
3. Pepsi: The Friend Finder
Poking fun at a situation many people have found themselves in and using a cool new gadget make for a great viral ad.
4. Dumb Ways to Die
This Australian public service announcement uses comedy, repetition and real talk to get its message across. It’s been viewed over 100 million times, but more importantly, it reduced the number of accidents by 30%!
5. Shakira & Activia
Obviously, if you can get Shakira to be in your video you have a good shot at going viral.
6. Dollar Shave Club – Our Blades Are F***ing Great
This video launched DollarShaveClub.com – after posting this video within 48 hours the company got it’s first 12,000 customer. Now, they have raised over $150 million from investors and giving large companies like Gillete a run for their money.
7. Thai Life Insurance: “Unsung Hero”
A compelling story, that touches people and teaches a great lesson can do exceptionally well on social media. This video has over 25 million views.
8. Google Search: Reunion
If you can touch on geopolitical conflict in a way that can unite both sides you are sure to get a lot of attention.