Three Key Lessons from Our Most Successful Video Campaign

What you'll find on this page:

Overview

Video is a powerful tool, and at CV, we have utilised it to great effect in our evangelism efforts. 'Middle of the Night' stands out as one of our most successful video evangelism campaigns to date.

Watch the video and explore the three key lessons we’ve learned below.

Smiling woman with curly hair wearing a black top and statement necklace against a dark background.

Middle of the Night

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3 Lessons

1. Create a compelling hook

Hook

A strong hook at the beginning of the video is crucial for capturing viewers’ attention and encouraging them to watch until the end. On average, viewers either drop off within the first five seconds or stay engaged throughout the entire video. Therefore, it’s essential to make those initial moments count.

2. Craft and deliver an impactful script

Craft

The video script is designed to engage viewers immediately by presenting a relatable problem they might be experiencing. This problem is articulated in a way that captures the emotions, thoughts, or experiences they may be going through, helping them to connect with the message and providing multiple opportunities to relate to the content.
The script then introduces the idea that a relationship with Jesus can provide solutions to these challenges.
It concludes with a clear call to action, encouraging viewers to turn to God and connect with us, using accessible language and avoiding Christian jargon that could alienate those unfamiliar with it.

Deliver

The delivery of this script is just as crucial as its content. It should be spoken with clarity, sincerity, and genuine concern, conveying warmth and a deep belief in the message.
The person in the video should make it clear that they genuinely care about the viewer’s well-being, ensuring the message resonates on a personal level.

3. Connect with your audience

Connect

The "Middle of the Night" campaign was designed to connect with people during their most challenging times—those moments of need, hurt, or pain that often keep them awake at night.
By addressing these struggles directly at the start of each video, we immediately resonated with our audience, drawing them in.

Time

Importantly, the timing of our content delivery was no accident; by posting videos and adverts in the middle of the night, we intentionally reached people when they were most likely to be anxious or struggling.
This strategy ensured that we were there when they needed support the most, meeting them in their moments of vulnerability with messages of hope and comfort.

For further guidance on creating impactful videos and effectively advertising them, explore the course below.

Regional Versions of 'Middle of the Night'

We didn’t stop with just one version. Explore the various regional adaptations available below, including versions for Africa, North America, French-speaking regions, and more.

Smiling woman with braided hair sitting on a sofa, wearing a light blue top, against a neutral background.

Africa

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Man with a beard speaking directly to the camera, text overlay says "MIDDLE OF THE NIGHT." Soft lighting enhances mood.

North America

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Smiling young woman with long, wavy hair wearing an orange sweater against a neutral gray background.

Latin America

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Professional man in a red suit seated in a modern office space with bookshelves and a plant in the background.

France

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Woman with long blonde hair, wearing a black shirt, gesturing thoughtfully against a simple gray background.

Brazil

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