— PROJECT NAME
Good Grill Music Video
Adventure Church
— ROLE
Project Lead
Concept + Lyrics
Audio Production
Background Vocals
— DATE
June 2020
I produced a music video parody of Dustin Lynch's 'Good Girl' for Adventure Church’s Father’s Day services. The purpose of the video was to promote a grill giveaway. I worked with an awesome videographer (Jill Sisson) and two volunteer actors (Tyler + Vanessa) to create the video.
Due to COVID restrictions, all services were online in June of 2020 making online service engagement very questionable.
COVID CHALLENGES + UNDERSTANDING
Adventure Church was seeing very inconsistent online attendance and it was proving difficult to understand attendee behavior.
However, a few trends were becoming clear as we analyzed viewer data on our Facebook and YouTube channels.
Trend #1
The majority of viewership was shifting to on-demand experiences where people were preferring to watch services at a later date/time that was more convenient for them.
Trend #2
There was a small, consistent group of viewers that watched online, live services.
APPROACH
Forget the giveaway, let's make an SNL skit!
One very important idea was a shift in the end goal for the project. Instead of measuring for giveaway participation, there was an opportunity to create shareable, on-demand content that would show the church’s value of fun to an online audience. Why put effort into something with minimal ROI?
The goal for participation in the giveaway was not a priority and became secondary to the goal of creating online content that was engaging and shareable.
PROCESS
Concept – 2 hours
Lyric Writing – 2 hours
Planning – 4 hours
Music Track Production – 8 hours
Video Shooting & Editing – 40 hours
Review & Launch
LAUNCH & EVALUATION
Good Grill was debuted in all 3 online services for Father’s Day on Facebook and YouTube.
As expected, participation in the giveaway was minimal with only 32 submissions.
However, when the music video was posted by itself later in the week to announce the winner it garnered high engagement on Facebook with over 1300 views, 17 comments, and 10 shares.
These engagement results were higher than average content on Facebook and also showed more engagement when compared to the Father’s Day service numbers.
Creating content that was engaging became very important during the pandemic because it was one of the only ways to reach the church’s audience.
Looking back on the engagement comparison, it clearly validates the thoughts that our leadership team was having at the time for needing to create shorter, on-demand content but we were not able to pivot as an organization to think strategically and put our thoughts into action.