A Photo Editor – The Power of Social Media
The #wewillrun was originally pitched as an idea to a client and after their decision not use it, I couldn’t stop thinking about the story and the uplifting message. The project became personal for me and I needed to film it instead of letting it play in my head.
I reached out to the team members of my production company and colleagues that I had collaborated with in the past. They all signed on enthusiastically once they heard the message. The crew included: DP, Jeff Melanson, First Assistant Camera, Nolan Ball, Co-writer and Narrator, Rich DiMare and Produced by Alexandra Bettencourt.
I uploaded the #wewillrun video on Vimeo, and the posted a link to it on Facebook and Twitter. We also sent out a press release through PR Web. The first day it got around 1,000 hits and then there was a write up on the website Boston.com and soon got about 24,000 hits. The same day the BDCwire post it on Readit. I’ve worked with Reddit before on other projects. However, this experience has only strengthened my understanding of how much impact sites like Reddit can have.
The next morning my email blew up with multiple interview requests, and #wewillrun was trending on top of Facebook and Twitter. That helped the video get shared on a global level, generating nearly 160,000 views on that Thursday. In the following days, it got national press appearing on Fox News, CNN international, and many write ups from sites like the Hollywood reporter, Buzzfeed, ESPN, Elitedaily, Bleacherreport, NESN and many more.
In three weeks on the day of the marathon #wewillrun had been played 449,000 times. When Rich and I sat down to write the script, we wanted to create a message about moving forward. When we read it over, something just felt right gooesbumps. Most of all, it’s been very humbling to have people feel similar emotions.