Mary Manzo posts on socialmediatoday.com about the craze of Kony 2012 and some of the biggest lessons marketers can learn from their campaign. Manzo says,
Some Invisible Children KONY Numbers & Stats
- As of March 9, 2012 and since its original upload on March 5, the video has been viewed 52 million times on YouTube. With 1,106,335 likes, 45,649 dislikes and 422,868 comments.
- The video currently has 14.6 million views on Vimeo with almost 19,000 likes and 1,062 comments.
- In four days, since the YouTube premiere of KONY 2012, Kony or the #StopKony hashtag has been mentioned on Twitter over 10 million times.
- The video has been shared on Facebook over 2 billion times.
How did Invisible Children manage to do this?
Though the integrity of Invisible Children as a charity is in question, one thing I know I commend is their strategy and marketing power. From that perspective, IC is gold.
- They created a good product. Between the video, the website and their merchandise, the KONY product is well designed, well developed and well versed. It appeals to their main demographic, the youth.
- A video that touched viewers on a personal level. Instead of solely being informative about what their charity was doing it became a matter of why they were doing it.
- Invisible Children didn’t underestimate the power of the youth. They first cultivated a strong movement by preaching their message at colleges and universities across America.
- A clear understanding of how to leverage social media as an effective marketing tool. Reaching out publically to celebrities and politicians who are active on these networks was crucial to this video going viral.
- Finally they close their video with a call to action. “ABOVE ALL SHARE THIS MOVIE ONLINE IT’S FREE.”