The official video has surpassed 5 million views in just 3 days. “We Are The World 25″ had been on Twitter’s trending topic when the video first launched, and the campaign has more than 14 thousand active fans on Facebook currently.
Even with that, we can’t declare this campaign a success yet until we know the final amount of funds raised from it. Nonetheless, the campaign provides us with a good example on how different social tools were smartly employed and executed to reach a wide range of audience at relatively low cost.
Microsite
The microsite was beautifully designed with a real-time “We are the world” tweets update widget, and it also links to the various social media platforms used. This makes the site lively and updated, which is crucial to any social media campaign.
The first impression counts and in this case, the design and real time updates play a huge role. Another interesting feature is the embeddable widget. It’s cool and easily shareable.
Social media
Facebook and Twitter were the tools chosen. The campaign’s approach is personal and sincere, something many businesses failed to focus on.
It goes without saying how good the YouTube video was. The behind the scenes and a thank you video by Quincy Jones, especially, made us feel appreciated. (That’s also the reason why I’m writing this).
Conclusion
Social media – There’s a reason why “social” comes before “media”.
2 people can use the same medium but they might get very different results. Often, it is the messages crafted, not the tools that make the big difference. Of course, I’m not neglecting the fact that this campaign is backed by celebrities, which certainly made the campaign much more viral.
Putting that aside, the overall messages were well crafted and executed. What do you think?
