UNICEF uses TV shopping channel style to promote its Christmas catalogue
Howard Lake | 11 November 2014 | Blogs
UNICEF UK has just published some short video promoting products from its 2014 Christmas catalogue.
The first one, promoting a Christmas bauble, is very short – 22 seconds – and is clearly produced in-house, featuring Nigel, from the charity’s trading team. It adopts the style of the TV shopping channel presenter, showing off a particular product, and explaining its features and benefits. He even unwraps it from its display box and gives a 360 degree view.
Of course the benefit of this bauble is that the income raised from its sale will benefit UNICEF and the children it works for.
[youtube height=”450″ width=”800″]https://www.youtube.com/watch?v=5X2NU0Qk-30[/youtube]
Here is another video promoting a special mug:
[youtube height=”450″ width=”800″]https://www.youtube.com/watch?v=kn114j4lk2E[/youtube]
and another one for a puzzle:
[youtube height=”450″ width=”800″]http://www.youtube.com/watch?v=-MVZV1yVDGk[/youtube]
This approach is a good attempt to give trading catalogue items more impact. Images in print and online are very good, but a demonstration on a short video is likely to be even more persuasive.
Virtual gifts
This approach is particularly valuable when promoting a virtual gift. The donor doesn’t get to see inside the package, they just get a picture and confirmation that it has been sent.
But with Unicef’s video approach, everyone can see inside, in this case, a School in a Box:
[youtube height=”450″ width=”800″]https://www.youtube.com/watch?v=au12kAqeYto[/youtube]
Has your charity used video to promote trading catalogue products? Did you take this TV shopping channel style?
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About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.