Tuesday, June 11, 2019

Strategically Reaching Younger Audiences via YouTube

As part of the National Healthy Sleep Awareness Project, we worked with our partner the American Academy of Sleep Medicine to reach young adults ages 18-24 years old with information about the importance of a good night’s sleep. Knowing this demographic was highly mobile and known to engage in late-night binge-watching activities, LCWA initiated a digital advertising campaign that strategically seeded content across YouTube channels during the overnight hours of 11:00 p.m. to 7:00 a.m. The campaign included a dynamic :20 video featuring a combination of motion graphics, animation and kinetic typography, uniquely designed to capture viewers’ attention and resonate with the target demographic. Messaging directed viewers to MakeTime2Sleep.com, a specially designed landing page on the SleepEducation.org website that features the AASM’s bedtime calculator and sleep tips.

The strategy proved successful with a stellar 59% completed video view rate, far exceeding the U.S. benchmark of 25%.


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