image for Hurricane's video marketing strategy for Shelter

Hurricane's video marketing strategy for Shelter

Published on Friday, 24th January 2020, contributed by Hurricane

With homelessness at crisis levels in the UK, Hurricane is proud to have partnered with Shelter on a successful Christmas fund-raising campaign.

The leading Bristol-based video agency was called on to develop a video campaign to support Shelter’s static digital marketing push. As part of the bespoke video strategy, both branded content and video ads were combined to encourage action. The stories of the films drew on compelling, personal narratives with an emotive story arc.

Back to a Good Place

‘Back to a Good Place’, keys into evocative, childhood memories of Christmas past. The content shares moving stories that demonstrate how Shelter helps people to get ‘the only thing they want this Christmas - a home’. The films were seeded via YouTube pre-rolls, programmatic ads, and paid social to drive direct donations to Shelter. 

Watch Rhys’ story below:

The campaign proved to be highly effective for Shelter; the video ad featuring Rhys has generated 1,452 donations and counting. 

Brand content 

As part of its broader video strategy, Hurricane also developed branded content. With a story that focuses on Shelter client, Missie Biellie Dee, who joins a choir to record a charity Christmas single for Shelter. Again, the film takes viewers on an emotional journey where the equilibrium is disrupted only to be resolved at the end by the charity. 

Watch the film here:

You can read more about this campaign on Hurricane’s blog

This work for Shelter is one of Hurricane’s many video marketing campaigns for not-for-profits and UN organisations, including UN Women, IUCN, Earthwatch and UNEP. Explore the agency’s portfolio here