The Power of Okay

The Brief

‘See Me’ is Scotland’s programme to end mental health stigma and discrimination, enabling people who experience mental health problems to live fulfilled lives.

With the workplace identified as a key setting for discrimination, the latest ‘See Me’ marketing campaign was to focus on the workplace, building on positive concepts used in previous campaigns but with a more direct, edgy approach to get people thinking and talking.  A spoken word poem and video was created, written from the perspective of a young man describing the real thoughts that go on inside someone’s head.

The challenge for ‘The Power of Okay’ was to develop and implement a creative and cost effective media plan, ensuring maximum reach and providing value for money.

The Solution

As one of the last true ‘appointment to view’ media channels, cinema would be the ideal platform for the offline video element of the campaign. The shared experience cinema offers placed the hard-hitting subject matter right in front of the eyes and ears of a captive audience.

We bought an Audience Guarantee Package campaign, across 250 screens in Scotland. The media owner matched the screen time bought and we negotiated a further 100,000 admissions free of charge, totalling 900,000 admissions.

Radio offers excellent audience reach, is a strong ‘call to action’ medium and, alongside cinema, has some of the lowest levels of advertising avoidance.

Together with social media coverage by all stations involved, we planned a three week radio campaign targeting Radio Borders, West Sound, Total Clyde, Total Forth, Total Tay, Total Northsound and Moray Firth, delivering 738 spots across all day parts, reaching over 2 million adults and delivering almost 13.5 million ad impacts.

The online elements of the campaign enabled employees and employers to explore and use all available resources and encouraged video views and social engagement.

Digital activity targeted users of all devices across Scotland and comprised of 40 second pre-roll videos on YouTube, targeted native video placement via Teads’ innovative ‘InRead’ ad solution and a fresh, varied suite of video and static ads within the Facebook newsfeed environment.

The Result

Key campaign metrics

  • 246,000 video views on YouTube (and counting)*
  • 325 new Facebook page ‘Likes’
  • 156 new Twitter followers
  • 324 new supporters (272 of these through the Workplace resource on the See Me website)
  • 577,761 video views launched through paid for media

Google Analytics overview

  • 59.04% increase in web traffic against the previous period
  • Website sessions up 53.61%
  • Users up 51.95%
  • Page views up 42.80%
  • Workplace page views up from 459 to 5,646 (up 1,130%)
  • 73% of website users during the campaign period were new users

*Shortly after the paid media campaign ended the full-length edit of the video was posted to social media site reddit, swiftly becoming one of their top 200 trending posts and driving almost 150,000 YouTube video views in one day – bringing together hundreds of users from around the world to talk about and support each other on issues relating to mental health.

Lisa CohenSee Me

Campaign services: Broadcast Media, Online Display Advertising, Outdoor Media, Pay Per Click

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