A real reel on Instagram, an award mockumentary and a meta podcast

This week the NAACP (in Reels) gets real with its latest public service campaign. A creative awards program shows the humor in excuses with mockumentary-style videos. And Flipboard finds a new angle for a new podcast.

NAACP becomes real

The NAACP reached out to Instagram to reach its target audience for a student debt campaign.

But the organization didn’t just pick one platform that younger people hang out on. It turned its content into colorful designs and Instagram audio tracts to attract the desired audience and use the Instagram algorithm.

“The closed captioning feature made it possible to make our video more accessible as 85% of people watch muted videos. The music featured brought us more attention to the Instagram algorithm, ”says Shadawn Hammons of the NAACP.

WHY IT’S HOT: This NAACP campaign purposely mixed first-person anecdotes (i.e., user-generated content) with data and statistics to share stories about the devastating effects of student debt. And it included a multiple choice call to action: use the hashtag #MinustheDebt to share what you would do without $ 50,000 in college debt, text them to share your displeasure, and share Share the post and share their story with others (or all of the above).

The style of the campaign marks a sharp departure from the organization’s traditional social approach (like this voting video posted on Facebook in 2019). Shadawn says they deliberately avoided using celebrities to get the message across and chose to create the video in-house instead of hiring a production crew like they did in 2019.

It’s a great example of how you can reach your audience where they are – and in the ways they’re most likely to engage.

@NAACP tried a new style for younger viewers on @Instagram: user generated content instead of celebrities, Instagram audio track and captions to increase reach via #ShadawnHammons @CMIContent. Click to tweet

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Epica Awards are characterized by a mockumentary-style promo

The team behind the Epica Awards gently reprimanded other award shows (and frequent complaints from applicants about the award) in a new campaign to announce its call for submissions. The Epica Awards, which recognize creativity, are judged by journalists who work for marketing and communication magazines around the world.

The three videos contain “secret” footage from agency staff explaining why they won’t win. Here is one of the videos in which an agency representative tells a client how great his creation is and why it doesn’t win an award (“If you were just an NGO instead of a bank,” the blurred-faced creative says.)

Each video ends with the message “No Bias, No Excuses” and encourages others to promote the award with #NoExcuses. You can see all three here.

“The gently provocative campaign is intended to initiate a conversation – the advertising community is asked to propose further excuses via Instagram,” says the Epica announcement.

WHY IT’S HOT: It’s hard to stand out with a call to participate in an awards program. Epica invested in creating original video content in the hopes that the messages – all the excuses agencies make for not winning awards – would resonate with audiences. The slogan “No Bias, No Excuses” feels convincing. But are the videos hot enough to motivate the audience to get the word out? We noticed the clever concept. And proof of the campaign’s success will be whether it motivates people to submit their awards. And the (award) jury is still pending.

Creative new @EpicaAwards videos make fun of the excuses people make for not winning a prize. The jury is unsure whether the #NoExcuses approach will get more entries via @CMIContent. Click to tweet

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Flipboard flips the angle

The Flipboard news app goes live with The Art of Curation podcast, which launches today.

The first 10 episodes contain interviews with flavor makers from various fields who rely on curation. “Whether it’s DJing, a guest list for a dinner party or your social media feed, conscious choice can make or destroy an experience,” explains Flipboard in the announcement.

The first guests include Jennifer Frazier, Senior Scientist of Oceans and curator at Exploratorium, food journalist Mark Bittman and Paul Miller aka DJ Spooky.

Mia Quagliarello, who leads Flipboard’s creator community, hosts and edits the podcast. Previously, she headed the curation at Flipboard and headed content programming at YouTube.

WHY IT’S HOT: Flipboard didn’t just take up the topic of curation and explain how it relates to its messaging app. Instead, interviews were curated with working curators to examine how the art of selection works in science, entertainment, home, music, and more. Well, that’s something worth listening to.

@Flipboard launched a podcast to explore how working curators in science, entertainment, music, and other industries apply the art of selection. @CMIContent says it’s worth listening to. Click to tweet

Fascinated, confused, or surprised by an example, news, or something else hot in content marketing? Share it with us by completing this shape. Your submission may be featured in an upcoming hot take.

Cover photo by Joseph Kalinowski / Content Marketing Institute


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