Ad Council: Love Has No Labels Campaign

 

Ad Council’s Challenge:

 

The Love Has No Labels campaign was one of the Ad Council’s most successful campaigns ever, with more than 56 million YouTube views to date. Coming up on the anniversary of the campaign’s launch, the Ad Council approached Upworthy about creating a year-­in-­review video to recap the progress the U.S. had made over the course of the year, most notably, the Supreme Court’s ruling to legalize gay marriage.

 
As Upworthy’s video partner, Green Buzz Agency was tasked with the challenge of acquiring existing media assets on an aggressive deadline, and putting together a compelling piece that reignited the campaign and generated traction for another year of conversation about diversity and inclusion in America.
 

Video Production Strategy:

 

Green Buzz Agency created a list of topics and events that aligned with the Love Has No Labels campaign and began the research and outreach process to acquire photo and video content for use in the video.

 
Because GBA is not a media outlet, it was an added challenge to connect with the major news networks to get permission to use their content free­-of-­charge in the video. Between the footage from news networks, creative commons, and small, independent creators found on Vimeo, GBA was able to pull together enough existing assets to create a story that captured the momentum and energy of America’s shift to be more inclusive over the last year.
 
In addition, GBA organized an on­-location shoot in Los Angeles with some of the original video’s participants, so that they could also reflect on their experience with the campaign, and the cultural shift that had happened in the country over the course of the year.
 

Video Marketing Results:

 

In the first few weeks after the final video was posted to Upworthy’s Facebook, it had more than 1.7 million views, over 20,000 shares, and more than 24,000 likes.

 
Jane Lynch also agreed to narrate the final video, a big win for team GBA, Upworthy and the Ad Council. Green Buzz Agency continues to work with Upworthy on original video content.

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