35 of the highest profile YouTubers, including Zoella & Jim Chapman went offline for 24 hours between the 12th & 13th March, in support of Red Nose Day. Instead, their feeds consisted of a seven second video featuring a red background and the text ‘#RedOut’.
There’s been a huge backlash to the stunt, with the YouTube community wondering why the campaign features so little information about why the vloggers have gone offline, and why the more in-depth video from the RedOut page itself wasn’t uploaded instead.
Whether this approach was right or wrong, Red Nose Day have achieved one of the most crucial aspects of marketing: making people feel something. With the potential anger & intrigue as to why more information wasn’t included that could increase donations, the impressions the campaign will have achieved as a result of the widespread media interest (including ours!) will far outweigh what it could have achieved solely appealing to the YouTube community.
Several news outlets including Metro, BBC, Radio Times and many more have covered the story, with over 10,000,000 accounts reached via Twitter alone. With a campaign to follow over the course of the week, including response videos that will no doubt gain a similar amount of attention due to the controversy of the original content, the reach of the campaign should gain a significant amount of interest in Red Nose Day and the cause itself.
The official hashtag for Red Nose Day #rednoseday has only reached around 6.5m accounts, peaking around the start of Radio 1’s #LOLathon over the last 24 hours. This highlights the strategy surrounding Red Nose Day - using high profile tactics early in the week prior to the official date to increase visibility, with sustained campaigns throughout the week to reinvigorate interest.
Good or bad, making people feel something creates engagement that managed properly, can have a positive impact on campaign awareness. Above all, remember what Oscar Wilde said, “There is only one thing in life worse than being talked about, and that is not being talked about."
Shopwired, Shopify and Magento each offer similar solutions for businesses to sell their products online, however, there are two factors to consider. The first is the time it takes for you to set your store up, and the second is the ease in how your website will expand as your business does. In our experience, Shopify outperforms the competition on both as a result of its simple user interface, and the ability to customise elements to tailor the system to your particular business.
Google are making more changes to the way they display local results on your search pages. Just after we posted about local update resulting in businesses being shown based on their proximity to you, Google started rolling out an update that changes these local results when someone adds ‘best’ at the start of their search.
There are 3 main methods of improving your site: delving into your analytics data, researching your speed and technical performance, and finally, testing changes to the layout of your page to maximise conversions.
We rely on the internet for everything from talking with friends and checking the latest news, to ordering the weekly food shop and registering details for a new passport. We put highly confidential information on the internet sometimes without thinking twice, but now the focus has been put on websites to protect our information.