"Defy Can't" highlights women in the U.S. Marine Corps with a clear message while promoting a community and historical event. The video focuses on a female Marine running toward the camera. As she gets closer, the female narrator lists stereotypical jobs and tasks that women have been repeatedly told they can't do. The narrator recalls the first female Marine, Opha May Johnson, and her refusal to hear the word "can't." The narrator reminds us that Johnson and countless others shouted back, "Watch me!" The video ends with the Marine picking up her pace and the words "Defy Can't" on the screen.
Lessons Learned
Along with the video, they included a hashtag, #centennialrun, and an attention-grabbing title, "Defy Can't." As the video builds audience excitement, the caption provides an outlet for that excitement by promoting their event. The video related to their event, which created meaning for viewers and more excitement than merely asking people to sign up. The video was shared across platforms and garnered 156,908 views on Instagram, 158,000 views on Facebook, and 6,400 on YouTube. These efforts yielded more than 700 additional registrations for the event as compared to the previous year.
Using an engaging and emotive video coupled with an easy hashtag and a compelling title will immediately grab your audience's attention. Leverage the video or image to build excitement and draw them in. Don't ask or lecture the audience into taking your desired action; make them want to do it. Like all posts, promotions for any campaign must be done strategically so they are seen instead of glazed over.