Power of One | Promotional Reels

The Red Deer Community Power of One Event is a local event held in Red Deer, Alberta, with the goals of commemorating the International Day For Ration Discrimination while simultaneously working toward a better future for those who are affected by issues related to racism.

Strategy | Behind the Idea

These videos followed my “hook, retain, and connect” framework in attempts to gain more organic reach, build a heightened level of emotional intrigue, and ultimately, get new people to attend the event.

First and foremost, we needed a good hook to stop the scroll train. The hook used in each video here is effective for multiple reasons. Here are a couple: A.) we ask a question but did not provide the answer until the end of the video. Delaying the details can give your viewer that nudge that they might need in order to watch the slower (but more impactful) part of a video. Additionally; B.) We pose a controversial idea to pique the interest of viewers.

Second, we need to both “retain and connect” to keep the viewers interested beyond the first few seconds. These two things go hand in hand: by connecting with the viewer we can retain their attention while also (hopefully) generalize that connection onto the brand image. We relied on asking our interviewees questions that invoked them to tell a story related to the subject matter. This story naturally motivated the interviewees to share a personal struggle or event which others in a similar situation would likely resonate with and thus find engaging. Additionally, the mere fact that stories are being told helps form connections with viewers, and also helps keep viewers intrigued until the call to action at the end of the video.

We decided to ask our subjects to read a pre=planned call to action at the end of the interview. We used words related to community and togetherness when inviting people to join in order to help viewers feel welcome and inform them of the opportunity to be apart of something as a team. We also employed a soft in-group bias by inviting the audience to “be part of the solution.”