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‘Before the Flood’ Review: Going Viral Before TV Debut
![before the flood review](https://adigitalboom.com/wp-content/uploads/2016/11/against-climate-change.png)
After a few years of static buzz on the matter, climate change is back on our feeds. This time around, Leonardo DiCaprio is directing the conversation with National Geographic.
Thank you to all who watched #BeforetheFlood. You can still catch it on @NatGeoChannel On Demand. https://t.co/EhO532GO8T
— Leonardo DiCaprio (@LeoDiCaprio) November 16, 2016
He narrates a documentary – with an IMDb rating of 8.4/10 and a cast lineup including Elon Musk, President Obama and Pope Francis – that culminates in a straightforward CTA: “Learn more and take action at: www.beforetheflood.com”.
GOING… VIRAL?
Know your audience, know your audience, know your audience is one of the key mantras of any marketer. Whether or not you are an avid TV consumer, it’s worth noting that ‘Before the Flood’ hit over 15M views on Facebook and 8M views on YouTube. This could be attributed to the fact that National Geographic was able to leverage the presence of its viewers on digital by rolling out the documentary online. This strategy aligns with the holistic campaign’s aim to facilitate proactive action through maximized reach.
The core message of the documentary transcends the audiences of National Geographic. It is a message potentially targeted to every human being in an attempt to awaken our innate concern regarding the future of our planet. The message was embodied in a tone of pleading and delivered by a charismatic messenger with high influence. These two elements paved the way for its viral path.
Credit: National GeographicVIRAL FOR A CAUSE
Climate change is an overwhelming issue. After watching a whole production highlighting the actual and potential consequences of global warming, it would be normal to feel paradoxically empowered and powerless. However, the documentary outlines a road map for change and its website actually provides visitors with a one-step tool to make an impact – a hashtag.
As simple as that, a hashtag that drives action.
National Geographic and 21st Century Fox vow to donate $1 to Pristine Seas and $1 to the Wildlife Conservation Society for every use of #BeforeTheFlood on Facebook, Instagram and Twitter. They capped the donations at $50,000 per organization, translating into 100,000 mentions of the hashtag.
THE BOTTOM LINE LESSON
From a communications standpoint, the #BeforeTheFlood campaign can be flagged as a successful case study of storytelling. Content drives action. Dissect this rule of thumb and you can trace the trajectory drawn by the campaign: Relevant content, compelling messenger, simple plan of action.
If you scroll down beyond the landing point of the ‘Take Action’ tab, you will encounter two prominent Take Action buttons. These are part of two of the main pleads in the documentary. They allow site visitors to act upon their urge to make an impact.
And below these two grids, there is a collection of hyperlinked photos that redirect viewers to external websites where they can sign petitions and join movements by #BeforeTheFlood partners.
‘Before the Flood’ is the tangible product of a three-year journey by Leonardo DiCaprio. Fueled by a self-proclaimed pessimistic outlook on climate change, the Academy Award-winning actor, environmental activist, and UN Messenger of Peace allows viewers to shadow him through his investigative talks with world leaders and specialists — making it an immersive experience.
News
Saudi Fintech Lendo Signs MOU with J.P. Morgan
![Saudi Startup Lendo Joins Forces with J.P. Morgan to Enhance SME Financing](https://adigitalboom.com/wp-content/uploads/2024/09/Lendo-x-JP-Morgan-MOU.png)
Lendo, a Saudi Arabia-based Shariah-compliant crowdlending marketplace, has signed a Memorandum of Understanding (MOU) today with J.P. Morgan to improve access to financing for small and medium-sized enterprises (SMEs) across the country.
The MOU was signed during 24 Fintech, a premier fintech event that brings together industry leaders, innovators, and investors in Riyadh.
J.P. Morgan and Lendo are working together on potential opportunities to support the SME sector in Saudi Arabia in growing and sustaining the remarkable demand in this market.
“This strategic collaboration with J.P. Morgan, a pioneer in the financial industry, marks a significant milestone for Lendo,” said Osama Alraee, CEO and co-founder of Lendo. “By combining our strengths, we’ll deliver cutting-edge financial solutions to SMEs, supporting their growth and contributing directly to the realization of Saudi Arabia’s Vision 2030.”
The SME financing landscape in MENA presents a substantial market opportunity as limited financial access continues to restrict the growth of the region’s businesses, with commercial banks hesitant to issue loans to SMEs at scale, resulting in a high percentage of declined financing requests annually.
The total SME financing gap in developing countries is estimated to be approximately $5.2 trillion, according to the International Finance Corporation (IFC).
Lendo’s debt crowdfunding platform aims to bridge the financing gap for SMEs, aligning with Saudi Vision 2030’s goal to significantly expand SME lending from 4% in 2018 to 20% by 2030.
According to the latest available report from the Saudi Central Bank (SAMA), the total value of debt crowdfunding in Saudi Arabia surged from SAR 1.4 million in 2019 to SAR 771 million in 2022, marking a remarkable growth.
Lendo raised SAR 132 million ($35.2 million) in total funding from leading investors, including the most recent Series B led by Sanabil Investments, a wholly-owned company by the Public Investment Fund (PIF).
Since its inception in December 2019, Saudi fintech Lendo has processed over 5,000 financing transactions on its platform, providing over SAR 2 billion ($600 million) in financing to SMEs and generating SAR 280 million ($74 million) in returns for investors.
News
TA Telecom Introduces AnteThink: A New AI Decision Support Tool
![**TA Telecom Introduces AnteThink: A New AI Decision Support Tool for Enhanced Decision-Making**](https://adigitalboom.com/wp-content/uploads/2024/01/antethink-ta-telecom.png)
TA Telecom, a prominent player in the Middle East’s tech sector, has unveiled AnteThink, an AI-driven tool designed to enhance decision-making processes for individuals and businesses alike.
With a history of influencing the tech landscape through various initiatives, including advanced mobile solutions, high-volume payment platforms, and ventures in e-commerce, fintech, and analytics, TA Telecom has carved a niche for itself. Serving a vast user base of 40 million and processing an impressive 15 billion transactions across its platforms, TA Telecom has cemented its position as a tech industry leader, with some of its ventures achieving the status of Y Combinator companies.
Established in 2000, TA Telecom has emerged as a prominent player in the technology sector. With over 40 million users and processing 15 billion transactions annually, TA Telecom has made a notable impact. Recognized for its contributions by the Financial Times and featured on Deloitte’s list of fastest-growing tech companies in EMEA, TA Telecom is known for its adaptability and forward-thinking approach in the ever-evolving global tech landscape.
Sameh Ibrahim, CEO of TA Telecom, highlights the potential of AnteThink: “AnteThink reflects our commitment to leverage technology for practical impact. It aims to provide clarity and confidence in decision-making, whether in the professional or personal sphere. AnteThink is a tool that can empower startup founders, executives, and individuals to make more informed choices, alleviating the stress and uncertainty often associated with critical decision-making.”
Mostafa Ashour, CEO of Y Combinator-backed startup NowPay, shared his perspective on AnteThink: “AnteThink transformed our strategic planning, allowing us to explore various scenarios and prepare for different outcomes. It has strengthened our decision-making process, helping us navigate the complexities of the business landscape.”
AnteThink embodies TA Telecom’s commitment to innovation, focusing on supporting the startup ecosystem. The tool is tailored to help leaders and executives navigate the complexities of business management and strategic development by providing a clear picture of potential outcomes.
Key Features of AnteThink include:
1. Second Order Mode: Offering a comprehensive analysis of broader impacts, fostering a strategic mindset for long-term success.
2. Optionality Mode: Enabling detailed evaluation and comparison of different choices to ensure decisions align with strategic objectives and values.
3. Inversion Mode: Focusing on identifying and mitigating potential risks, thereby strengthening risk management strategies.
![TA Telecom Introduces AnteThink: A New AI Decision Support Tool for Enhanced Decision-Making](https://adigitalboom.com/wp-content/uploads/2024/01/antethink-screenshot-800x450.png)
Credit: Antethink
AnteThink’s advanced AI technology aims to assist decision-makers with insightful analytics, offering guidance through the decision-making process.
News
GoDaddy’s Global Markets VP Predicts Egypt’s E-commerce to Hit $9.88 Billion by 2028
![GoDaddy's Global Markets VP Predicts Egypt's E-commerce to Hit $9.88 Billion by 2028](https://adigitalboom.com/wp-content/uploads/2023/12/Selina-Bieber-the-Senior-Director-of-Global-Markets-at-GoDaddy.webp)
Selina Bieber, the Senior Director of Global Markets at GoDaddy, has predicted a significant increase in Egypt’s e-commerce revenue. By 2028, it could reach $9.88 billion.
Godaddy is forming strategic partnerships and launching initiatives to help local entrepreneurs. These efforts align with Egypt’s digital transformation goals and its Vision 2030.
In an interview with the Arabic financial news “Amwal Al Ghad,” Bieber spoke about GoDaddy’s plans and how they match Egypt’s 2023 strategy. She highlighted the company’s aim to provide effective, easy-to-use digital tools and services. By 2024, GoDaddy wants to serve more customers in Egypt by making its digital tools more widespread.
The company is working closely with the Egyptian government, especially the Ministry of Planning. They are offering training programs to improve the digital skills of startups and existing businesses. GoDaddy’s services in Egypt include domain registration, web hosting, e-commerce solutions, and digital marketing tools.
Recent surveys support Bieber’s positive outlook for e-commerce in Egypt. They show a clear trend towards digital strategies among small businesses. Many are realizing the importance of having an online presence for their growth and success.
As GoDaddy continues its partnerships and supports government digital initiatives, its influence on Egypt’s digital landscape is growing. The company is committed to sustainability and reducing its carbon footprint. It aims not just for business growth but also to contribute to a sustainable and thriving digital economy in Egypt.
The 2028 projection indicates a vast potential for e-commerce, with GoDaddy playing a key role in this digital evolution.
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