September 2, 2013
It is not always easy to explain the industries and the products our associations represent in an effective way. EWFA, the association representing the Window Film industry in Europe, decided to embrace new communication tools like an animated video, to raise awareness. The window film and energy efficient buildings video, published in June, has been very effective for the association; and it ties in very well with the public affairs activities and the efforts of the association to position the technology within the energy efficiency debate in Brussels.
There are numerous reasons why animated videos work so well and have become the latest trend in digital communications. They can convey a complex message or demonstrate a technology to any type of audience in a very short timeframe. The use of texts, graphics, cartoon characters, music, sounds and voice over easily grabs the attention of any viewer. More importantly, the viewer grasps the message fairly easy and is more likely to retain the message for a longer period of time.
EWFA was faced with a challenging goal – convey a very complicated message in a memorable way. The content is quite dense and covers everything from legislation in the European Union, to energy costs, the window film technology, including technical specifications, installation, performances, different usages and benefits, etc. We could have drafted dozens of press releases, policy papers, newsletters or books about this industry, but none would have been as effective as a video.
The secret to success goes beyond a good story board and graphic animation. Distribution also plays a key role in the equation. Videos are meant to be shared and viewed so a big part of a video campaign budget needs to be invested on ensuring a good distribution, using all possible channels including social media platforms. Specialised media distribution companies sell a wide range of packages at a considerably high price, and those costs should be seen as part of the project’s budget.
Since EWFA is a European association with members all over the continent and speaking different languages, adding subtitles came as a natural step after we published the video. Nowadays with YouTube one can easily do that at no extra cost. Adding YouTube captions helps search engines understand what the video is about, which leads to a better ranking.
Creating an animated video is one of many cutting-edge tactics that associations can use to effectively communicate about the industries and the products they represent in order to be successful on both their public relations and advocacy activities. EWFA chose to be more progressive with this video. The association is extremely pleased with the result and is already planning for other videos to be published soon.