The Humane Society of the United States recently collaborated with KIT digital to update their website and include high-quality video content. KIT digital and The Humane Society of the United States agreed that a rich media center would motivate site-viewers to action. Video would enhance the viewers’ experience, increase their awareness of current issues, and ultimately encourage donations.

Video has always been at the forefront of The HSUS’ strategy, with dedicated teams producing and uploading footage from around the world to their site almost instantly. The partnership with KIT digital complimented this philosophy and the goal was to embed video within every story in order to create a call to action for site visitors.

IMPACT

The enhanced experience provided by video effectively tugged at the heartstrings of those visiting The HSUS’ website. The following are tangible outcomes of the website redesign, using KIT digital’s IP-video platform:

• Traffic to The HSUS Web site more than tripled within six weeks of the website redesign. Traffic was under one terabyte per month prior to the addition of robust video content and increased to over 3.5 terabytes per month in less than two months.
• The new site gives visitors almost twice the viewing area and set for HD quality.
• The new customize players allow for Action Post roll videos and can be geographically target to viewers
• Linking an “action button” allows for each video to have a unique action for viewers take.
• Adding the easy Share function empowers members and viewers with a quick way to embedded a video directly on many social networks including Facebook
• Their partnership with KIT digital allowed The HSUS to distribute their content to viewers anywhere and anytime by utilizing KIT’s multi video asset solutions including the iTunes store and with an iPhone application.