It was less than 6 months ago that everyone was talking about Joseph Kony.
The result of the unprecedented success of Invisible Children’s Kony2012 film that was viewed by millions. Now the dust has settled what can we learn from the success of the film?
The International Broadcasting Trusts report, ‘Kony 2012 – Success or Failure’ is one of the first pieces of research that I’ve come across that have spoken to those behind the film and looked at the reasons for its success.
I was able to attend a presentation by the report’s author Sophie Chalk earlier in the month.
Here are few reflections.
1. Know your grassroots, know your message – Invisible Children did up to 3,000 presentations to colleges, churches and youth groups in the year leading up to the release of the film. It provided a huge grassroots already motivated and prepared to share the film.
Repeated over the last 7 years, it means that the organisation had a very finely tuned message, a result of speaking to over 3 million people face-to-face and knowing exactly what would work with their target audience.
How many other organisations have that level of knowledge about their audience built over such intense engagement?
2. Word of mouth matters – Sophie shared figures from SocialFlow, who found that in the first week of the video being launched that the ‘average’ viewer was a 14 – 18 year old girl, but by the end of the first week it was men over 40. Her theory is that this was the result of daughters sharing the film with their parents at the weekend.
Sophie also suggests that one of the reasons for its success was that sharing and talking about the film was seen as a ‘cool’ thing to do, as Ben Keesey from Invisible Children says in the report it got ‘hundreds of thousands, if not millions, of young people around the world having conversations about international justice’.
3. Follow up matters – Given the success of the film, the follow-up action to ‘Cover the Night’ on 20th April was a flop. 300,000 people registered to go out into their communities and make Kony famous by putting up posters in their communities, but in the end this hardly happened at all.
The report shares firsthand some of the challenge that Invisible Children faced. That they found that they couldn’t maintain electronic communications because their servers literally went into ‘meltdown’ as a result of the number of requests that they received.
As a result, they weren’t able to keep even some of the momentum behind the film going, sending out only a handful of communications in the weeks after the film was released. A stark demonstration of what happens when you can’t keep following up with those you’ve got interested in your campaign.
4. Keep innovating – Sophie concludes that one of the lessons behind the success of Kony 2012 was tactic of getting people to ask celebrities to send it round. It was one of the first time this tactic had been used. But as the report points out it really worked, for example on the day that Oprah tweeted the film the viewing figures jumped from 600,000 to 9 million,
Karin Brisby who was interviewed for the report says ‘It was not only sharing with friends but also with online celebrities… people like sending things to celebrities on Twitter, it’s like “I’m talking to this person”…..It’s not something NGOs do a lot – like send this message to a particular celebrity because that gives the power to the celebrities.’
5. Save the surprise – Kony 2012 was the only major film that Invisible Children planned to release in 2012, they spent over $1 million in producing it, but saw it as central to their campaigning strategy for the year, thus justifying the investment. They hoped that 500,000 people would watch it by May 1st.
Benjamin Chesterton quoted in the report suggests that others could learn from this selective approach warning of social media fatigue suggesting ‘I don’t think NGOs have an understanding and respect for audiences and they don’t value properly social networking in the way they should…..In the social media sphere you just create noise and people are trying to get away from noise. They are trying to decide whose information they want to receive. So NGOs need to be careful.’
6. Unleash the passion – Sophie mentioned in her presentation that after spending an hour on the phone with Ben Keesey she came away with a new appreciation of the campaigns passion and enthusiasm. Can we say the same in our organisations?
It’s something that is very evident in the film, as Benjamin Chesterton says in the report ‘he (Jason Russell, Co-Founder of Invisible Children who features in the film) is really passionate about this and that is what comes across and very rarely do NGOs allow individuals within their organisations to become so powerful as spokespeople.’
What else can we learn from Kony 2012? What other reports or blogs are worth reading about learning from the campaign?