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.
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Here is another video promoting a special mug:
and another one for a puzzle:
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:
Has your charity used video to promote trading catalogue products? Did you take this TV shopping channel style?
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.