By Cyndi Knapic published January 27, 2017

3 Brands Driving Change With Social Video


Cause marketing can be a tough sell. You need to tell a story that compels the audience to take action, while resisting the pitfalls of coming across as desperate or preaching. The medium can make a big difference.

Unlike static images or text, video gives cause marketers the sensory tools to tell the type of rich, moving story that delivers important information while conjuring necessary emotion. To be successful, cause-related content needs to be sufficiently informative so viewers understand the cause, as well as appropriately digestible so they find it easy and enjoyable to share with others. It also has to be timely so it can be part of a larger conversation happening around the cause. Like any video, it needs to grab the viewers’ attention in 3 to 10 seconds to stop them from scrolling past. And it needs to be relatable and relevant to your audience so they are inclined to engage with you.

#Video gives marketers the sensory tools to tell rich, moving stories that conjure emotion, says @CyndiC02. Click To Tweet

All that sounds like a tall order, but best practices can help marketers check all those boxes when approaching cause-marketing content. I’ve taken a closer look below at a few brands that got it right: Rescue Chocolate (self-disclosure: an Animoto customer), Girls Who Code, and UPS.

Rescue Chocolate takes a stand against Montreal’s pit-bull ban

Brooklyn-based Rescue Chocolate donates 100% of its net profits from the company’s organic chocolate sales to animal rescue organizations around the country.

Last September, Montreal’s city council passed a bill severely restricting pit-bull ownership and adoption that would have led to an increase in pit bulls in city shelters being euthanized. As the decision became international news overnight, Rescue Chocolate posted a video to its Facebook page to take a stand against the law with a link to a petition. Over 360,000 views, nearly 10,000 shares, and 500-plus comments later — this small business played an integral role in raising international awareness. The SPCA of Montreal filed suit to stop the law.

Why did the video work? It was:

  • Timely – The video gets posted one day after the Montreal bill was passed. Rescue Chocolate responds quickly to a story as it was trending, inserting themselves into breaking news in an organic way.
  • Short – At just 30 seconds, the video gets the message across without fuss by putting the dogs front-and-center from the beginning.
  • Simple – It uses a short video clip accompanied by a mix of original and stock images. An emotional, instrumental score adds gravity to the imagery. The law’s consequences are outlined in short, pointed blocks of text that don’t overwhelm the images. Including the text compels viewers to engage with the video even if their social feed is on silent auto-play.
  • Scrappy – Rescue Chocolate demonstrates another important lesson — at times fast is better than perfect. It created the video in-house rather than outsourcing the project and missing the critical timeliness that this topic called for.
Be scrappy with #video – sometimes fast is better than perfect, says @CyndiC02. Click To Tweet

Girls Who Code sends a message with humor and heart

Girls Who Code is a national nonprofit organization dedicated to closing the gender gap in technology. Between the ages of 6 and 12, girls represent 66% of students interested in and/or enrolled in computing courses. But between the ages of 13 and 17, girls only represent 33% of students interested in computing courses.

This past summer, Girls Who Code created a video with a simple concept — ridicule the ridiculous by having young women sarcastically adopting sexist rhetoric to explain why they couldn’t code. The video went viral, amassing nearly a half-million views on YouTube and garnering media coverage in national publications.

How did they do it?

  • It is funny without losing the integrity of the cause. This video deploys humor and sarcasm in a way that is not only effective, but also true to the larger brand of Girls Who Code. Humor is an incredibly powerful tool if it happens organically. For example, humor would have been completely off-putting in the Rescue Chocolate pit-bull video. Find a proper tone to fit your topic and brand, and you’ll be on your way to creating better content and driving higher engagement.
Find a tone to fit your topic & brand, & you’ll be on your way to creating better #content. @CyndiC02 Click To Tweet
  • It doesn’t include a song. In the other two videos mentioned in this article, instrumental songs — one somber, one upbeat — underscore the mood. Girls Who Code opted to punctuate scenes with a musical track that comes in and out and plunks along to the phrases of the girls speaking, adding drama to their dry sarcasm.
  • It speaks directly to the audience. It may seem obvious, but the teens in this video are the reason the message is authentic and resonates with the audience Girls Who Code is trying to reach.
How to Create Super Shareable Video Content

UPS and Northwest Battle Buddies share the story of a man and his dog

UPS partnered with Northwest Battle Buddies, a nonprofit that rehabilitates shelter dogs to be service animals for U.S. veterans suffering with post-traumatic stress disorder as part of the package delivery company’s annual #WishesDelivered initiative.

In the 2-minute, 41-second video, they were able to use the organic moments shared between veterans and their new dogs to promote the cause. The video tells the story of Art Nelson, a veteran suffering from PTSD, and the joy he found in receiving his service dog, Trigger, who he calls a “godsend.” It walks the viewer through Art’s story and the work of Northwest Battle Buddies, and ends with the surprise — delivery of a new, UPS-funded service dog to a veterans’ support group.

What’s happening to encourage this strong emotional response? The creators chose to:

  • Tell one complete, personal story. Focusing on one veteran and his experience returning home, the video informs viewers on the mission of the organization. Not only straightforward, the video’s message is easy for people to get behind and they feel good passing it along to others.
Create a straightforward #video message that’s easy for people to feel good sharing w/ others, says @CyndiC02. Click To Tweet
  • Keep community top of mind. This video taps into a close community predisposed to share this story — veterans and their families.
  • Use the power of real people. Having a veteran who has encountered the challenges addressed by the nonprofit and who has experienced the benefits it offers lends credibility to the story. A person sharing his or her real experience in a powerfully personal medium like video almost always creates a stronger emotional response.
A person sharing her experience in #video almost always creates a stronger response, says @CyndiC02. Click To Tweet


As UPS, Northwest Buddies, Rescue Chocolate, and Girls Who Code show us, the power of video can be gained without spending a lot of money or taking a lot of time. These examples illustrate that the keys to a successful video, particularly for cause-related marketing, are that it’s:

  • Sufficiently informative for viewers to understand
  • Digestible for viewers to easily enjoy and share
  • Timely enough to be part of a larger conversation
  • Attention-grabbing in the first few seconds
  • Relatable (and resonates) with viewers

Those lessons are invaluable for anyone who wants to harness the benefits of video in their content marketing programs.

Want to grow your video and other technology skills? Register today for the (free) virtual ContentTECH event on February 22, 2017.

Cover image by StockSnap via

Author: Cyndi Knapic

As the Head of Animoto for Business, Cyndi Knapic leads the company’s strategic efforts to make it easy for small business owners and marketers to quickly create professional videos for websites, email, and social media to promote their business. Millions of consumers, businesses, marketers, and photographers around the world use Animoto to turn content they already have into videos that stand out in a video-first world. Follow Cyndi on Twitter @CyndiC02.

Other posts by Cyndi Knapic

  • Jon @ Vidyard

    Awesome examples, Cyndi! I like your advice on following one complete story – videos that try to share too much at once can get really confusing fast. We recently interviewed the founder of Ground Glass Media on this topic, and his biggest piece of advice was just to remember that real people aren’t actors, and to just let them speak for themselves. ( ) We’ve tried to apply this methodology to an upcoming set of customer testimonials, and so far the stories we’ve captured have been awesome!

    • Cyndi Knapic

      Hey Jon! Yes, agreed – simplicity is key with short attention spans online. Thanks for sharing.

  • Samuel Jones

    I was paid 104,000 thousand dollars in last twelve months by freelancing from home a­n­d I did that by wo­rking part-time f­­o­­r 3+ hrs on daily basis. I was following a money making opportunity I was introduced by this web-site i found on-line and I am so happy that i earned so much money. It’s very newbie-friendly a­n­d I’m just so thankful that i discovered this. Check out what I did…FACEBOOK.COM/Work-at-home-for-New-zealand-Australia-Canada-US-and-UK-245151529228936/app/208195102528120/


    I’ve made $104000 in last 12 months by doing an online job and I did that by wor­king in my own time f­o­r few hrs each day. I followed an earning opportunity I stumbled upon from company that i found online and I am happy that i made so much money on the side. It’s very user friendly and I’m so thankful that i found it. Here is what i did…FACEBOOK.COM/Jobs-from-home-for-US-UK-Cananda-Australia-and-New-Zealand-251232438633700/app/208195102528120/

  • Dylan Harper

    I have profited 104,000 thousand dollars last year by working from my house a­­n­­d I manage to earn that much by wor­king part time for 3+ h daily. I was following a business model I found on-line and I am happy that i was able to make so much money on the side. It’s very newbie-friendly a­­n­­d I’m just so happy that i found it. Check out what I did… FACEBOOK.COM/Work-at-home-Jobs-for-US-UK-Australia-Canada-and-New-Zealand-1798551173730515/app/208195102528120/

  • Alex Carter

    I have made 104,000 bucks in last twelve months by doing an on-line job a­­n­­d I was able to do it by work­ing part time for few h each day. I’m using a business opportunity I was introduced by this website i found on-line and I am thrilled that i earned so much extra income. It’s really beginner-friendly a­n­d I’m so thankful that I found out about it. Here is what i do… TIMELY84.COM

  • Cyndi Knapic

    Thanks, Claire – there are definitely a variety of easy-to-use and affordable tools out there that anyone can use.


    I’ve earned $104k in last twelve months by doing an online job and I did it by wo­rking part time for 3 or sometimes more hrs every day. I’m using an earning model I found online and I am excited that i made so much money. It’s beginner friendly a­­n­­d I’m just so blessed that i found it. Check out what I do… STATICTAB.COM/8cx4rgs

  • José Pedro Pinto

    Claire, I agree with you that the emotional connection is key to create good audience engagement. As the first example shows, almost any program would be enough to create that type of engagement in some situations. As you say, in a more technical sense, the trick could be in the story, in the way you edit the footage with the music and also in it’s simplicity, duration and external factors (how, where and when you publish the video). In my experience, the overall success of this type of content marketing has nothing to do with the programs used, but with 2 people inside or working with the organization – the Videographer (its experience and its artistic sensibility) and the Communications Director (that orients the videographer and knows how to embed the final product into the Organization communications for max impact). In my opinion, usually the fail comes from the lack for a communications strategy, that doesn’t give a context to the creation and publishing of the video. Anyway, Cyndi, this was a really interesting article, with very good examples – video is definitely a must in Content Marketing. Thanks! 🙂