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