Case study - promo video grabs headlines & drives donations

In the news

How a recent promotional video hit the BBC News website and helped drive an increase in donations for a local Derby charity.

In February we started a project with Restore Derby, a charity which supports adult sex workers in Derby. Restore commissioned us to make a short promotional video of its work in Derby city.

Restore are a Christian project, supporting women who are working in the Adult Industry. Their aim is to offer friendship and support to women in a non-judgemental and non-discriminatory way, whilst nurturing self-worth and giving help to access the appropriate services if necessary.
— Restore Derby
Restore Derby Beauty Box.jpg

The aims

  • Increase awareness of the benefits of the charity’s work

  • Help drive an increase in donations

  • Social media-friendly format to increase the reach of the charity on channels among local groups, supporters, explaining more about the work of the project

  • Reinforce the charity’s brand and vision with sympathetic, feminine aesthetics that underline Restore’s desire to bring hope and genuine friendship


What we did

Consultation

Rachael had a couple of hours with Josie (the Restore team leader). She listened to her explain what the charity did and the services it offered.

She quickly picked up on bags of toiletries the team distribute to workers who work the streets.

For the purposes of the video she suggested injecting something fun into the video and landed on the idea of calling this gift of toiletries a ‘beauty box’.

Josie was on board and together they decided to animate the contents of the box for the video as a stop-motion. This could be something to put in the promo video, but could act as a stand alone too.

You can view the stop-motion here…

Process

The first thing Rachael did was make the stop-motion to insert in the video. Before the project started, Rachael wanted Josie to be able to use the stop motion in social media campaigns.

Valentine’s day was on the horizon so Rachael suggested to Josie that Restore run a campaign around Valentine’s day using the stop-motion, encouraging people to donate a small amount such as £5 or £10 to donate to Restore instead of buying chocolates or flowers over Valentine’s.

Josie set to work using Valentine’s as an excuse to promote Restore’s work among women in the city. Restore raised both money and awareness as a direct result of the campaign. People really liked the idea of donating a small gift to cover the cost of a beauty box and the work of the project.

BBC Radio Derby picked up the story and interviewed Josie about the project on the Sally Pepper show.

Filming

The video was filmed and edited and it was ready to share off the back of the Valentine’s day campaign.

You can view the promotional video here…


Subsequent success

After BBC Radio Derby shared the interview of Josie, BBC News picked up on the work of Restore and commissioned a short video to share on BBC iPlayer.

In the video they feature the motion stop The Apple Yard produced of the Beauty Box which you can view on the link below…



Josie and the Restore team were a pleasure to work with and we are so pleased for them that the video we made for them more than achieved it’s aims…

  • Increase awareness of the benefits of the charity’s work

  • Help drive an increase in donations

  • Social media-friendly format to increase the reach of the charity on channels among local groups, supporters, explaining more about the work of the project

  • Reinforce the charity’s brand and vision with sympathetic, feminine aesthetics that underline Restore’s desire to bring hope and genuine friendship

… and has led to coverage of the project by the BBC.

Josie's testimonial

Simon and Rachael were so professional throughout this whole process and have gone above and beyond to help promote my project. Before I began working with them, my knowledge was very limited in regards to raising our profile online. Our contract was for The Apple Yard to create a social media video, and yet Rach provided me with so much more, she continually advised me on the best way to use social media, and kept coming back with fresh ideas on how to connect with people and keep our project at the forefront of people’s mind! And is has paid off!

Before working with The Apple Yard, Restore had a Facebook and Instagram page, but wouldn’t post very often. But after working together, I now regularly use our social media pages in a more skilful way, which has meant we are getting a lot more people contacting us about our work- bonus!

It was also Rachael who suggested our Valentine’s campaign, resulting in BBC Derby contacting us for a radio interview, and extra fundraising coming in. The Apple Yard took the time to really understand the heart behind our project, and this was evident in the work they created for us. I now feel more confident in using social media, and open to trying new ideas, similar to our Valentine’s campaign for fundraising purposes.
— Josie Larder - Team Leader, Restore Derby