Before Covid-19 hit, we made the strategic decision to push forward on all of the 2020 initiatives we’d planned with the understanding that our content might look different than we’d intended, but maintaining the expectation that our audience still has an appetite for fresh content. We had agreed to a campaign with the U.S. Census pre-pandemic, and had to scrap our original production plans and quickly create four completely new video concepts without the use of our studios or live-action talent, yet still have the campaign be impactful and up to our quality standards.
We’re a video-first publisher. The global pandemic forced us into a work from home environment. In order to further establish ourselves as an authority on our content pillars, we had to quickly pivot to remote production for videos for our social channels. We delivered on a campaign sold pre-pandemic to the US Census (Animation & Live-Action) employing remote production on four original branded videos. Pre-pandemic, production was meant to take place with live-action talent shots in a studio and in the field. We were able to quickly adjust our production-style from in-studio to a remote style of product by adjusting our storytelling to an animated style of video, by combining stock footage along with graphics and animations done by in-house designers and voice-over. We also managed to innovate our live-action storyline by adapting the “zoom-like” style of video and using remote influencers.
The census content series saw extensive scale across Facebook, generating over 9.4M impressions and reaching over 8.3M users, exceeding our goals. Users were also consuming the content on the go, with over 90% of views taking place on a mobile device. Over 99% of reactions were positive (like, love, laugh), which was exceptionally high for branded content. This is a big indicator that we’ve produced quality content that feels organic to the brand, while still resonating with the LatinX target audience.