5 min read
Over the years, Twelve Legs Marketing has been honored to be recognized by several organizations for their work. These organizations include the National Association of Television Arts and Sciences, The Radio Television Digital News Association, and the American Advertising Association. Now Twelve Legs Marketing is proud to add the Telly Awards to that list.
Founded in 1979, the Telly Awards recognize the best work created for TV or video across all screens, with winners from elite advertising agencies, production companies, publishers, and television stations in the industry.
As Telly Award winners, we are thrilled to be honored among industry powerhouses like Netflix, HBO Latin America, Microsoft, Adobe, and Nickelodeon. Our three Silver Telly Awards were awarded in the following categories: Non-Broadcast: Not-for-profit, Non-Broadcast: Low Budget (link), and Branded Content: Not-for-profit.
Headlined by “Elevated By Art,” our collaboration with the Cultural Office of the Pikes Peak Region, we can’t say thank you enough to all of our partners who trust us with their reputations every single day.Jason Carter, CEO and Videography Lead of Twelve Legs Marketing
Building a Strategy
When the COVID-19 pandemic hit, everything stopped. That includes the creation and enjoyment of art. As the leader for arts in Central Colorado, we presented this campaign to the Cultural Office of the Pikes Peak Region to help bring a light to the darkness surrounding their industry. Teaming up with the Bee Vradenburg Foundation, Elevated By Art was born.
We realized in a time of isolation and separation, community stories would be the perfect tool to grab an audience’s attention and form a connection. So, we decided to base the campaign around local businesses and organizations that were using different art forms like dance, drawing, or cooking to help better the lives of people who have suffered from trauma in their lives.
Forging Valuable Emotional Connections
Coupled with ElevatedByArt.com, a brand-new hashtag #ElevatedByArt, and a thoroughly planned digital marketing strategy, we were able to strike a chord with the audience by highlighting the collective experience of the pandemic through individual stories.
Each video carried a different story but shared the same message “Art can help in a time of crisis.” With the planning help of the Cultural Office of the Pikes Peak Region and our extensive experience producing award-winning stories we featured organizations and individuals who utilized cooking, dancing, acting, drawing, social activism, and recycling to help those in need.
Visibility and Impact
The result of the campaign for the Cultural Office of the Pikes Peak Region was a collection of meaningful videos that could continually reach audiences and direct them toward the organization’s website, expanding their reach and impact.
The two Silver Telly Awards we received for the project in the Non-Broadcast: Not-for-profit and Non-Broadcast: Low Budget categories further speak to the strength of the campaign. This campaign was also recognized with a MOSAIC Addy Award by the American Advertising Federation.
We were so pleased with the results we produced for the Cultural Office of the Pikes Peak Region and the accolades we received for our work. It highlights the importance of making an emotional, personal connection with your audience and how important videos are to achieving that goal.
Adaptability – A Critical Skill
The other project honored with a Silver Telly Award was titled “November Noel 2020 Virtual Event” and was in the Branded Content: Not-for-profit category. This project was for another one of our clients, Newborn Hope, an organization that offers resources to Colorado families impacted by premature birth.
We have worked with Newborn Hope for years but in 2020, due to the COVID 19 pandemic, they were forced to turn their annual fundraising event into a virtual event. Their goal was to create a virtual version of the event that would still generate interest, feel like it met the same professional standards attendees were used to, and bring in donations.
Creating a Strong Virtual Event
Our strategy to make the virtual event for Newborn Hope as successful as possible was to produce high-quality clips, shot in three different locations, and bring them together into one impactful video to share at the event.
We incorporated recognizable elements such as shooting at the Broadmoor Hotel where the event typically takes place in person. This way, the attendees still have a way to connect the virtual event to the live event they are used to and they don’t feel like they’re completely missing out.
A Memorable Outcome
With our support, the final event was still up to the same professional level that attendees are accustomed to and successful in terms of getting a significant amount of donations.
The team at Newborn Hope was pleased with the results we produced for their event, saying,
The amount of time that they put into it, the care… They captured what we wanted. Twelve Legs Marketing was fantastic.
Viewers also raved about the production:
I am watching the virtual November Noel event, and I have to tell you, this is the best virtual fundraising event I have seen all year. Just really, really well done. I was so moved by the stories you shared.
The Silver Telly Awards we won for our work on the event was just icing on the cake. We learned some of the key components of a successful virtual event- a commitment to high-quality videos, eliminating potential technical problems- and delivered for the client.