Cannes Lions

YOUTUBE ARRELS

THE CYRANOS McCANN, Barcelona / ARRELS FUNDACIÓ / 2015

Case Film
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Case Film

Overview

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Credits

Overview

Description

Nowadays big corporations are becoming bigger, and in return smaller ones struggle more and more to financially survive. In fact, today NGOs have to do big efforts to rise founds so, more or less aggressively, those organizations target the broad population trying to mobilize and get donations to support their fight.

The average individual is moved by most of those causes, but their personal economical problems and the constant flow of demands coming from NGOs is a growing and overwhelming pressure for them.

Execution

Big corporations usually advertise themselves on YouTube, paying for keywords. Every time a video with their keyword is viewed, their logo or ad appears and the advertiser has to pay to YouTube.

In partnership with YouTube, we studied what are the most expensive keywords used by big corporations and created a video associated to those.

Then, we launched the video explaining our idea and encouraging people to share it as a way of donating and contributing.

Every time a user viewed our video, advertising from big corporations would appear and we would get an continuous string of funds.

Outcome

From the first youtube monthly payment, we collected €3.600. However, the video is about to reach the 200k views and it's currently being mentioned in media and blogs. Therefore, we are hoping to reach organically the tipping point of 350k views soon, which will suppose, as we estimate, breaking the current 5-7% new views per day and bring it to a new exponential growth of 23-35%.

At the same time, we are creating new and more creative videos that support the same idea to generate more strings of funds in the future.

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2019, ARRELS FUNDACIÓ

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