Driving Change: A Successful Campaign Against Underage Drinking

In an effort to combat the critical issue of underage drinking and driving, a nonprofit organization dedicated to teen safety recognized the need to enhance its online presence. With traditional media no longer sufficient to reach today’s tech-savvy teens, they devised an innovative campaign that encouraged local youth to get creative while spreading an important message.

The Challenge

Understanding that most teens spend significant time online, the organization wanted to engage them directly. They launched a program inviting teens to create their own videos focused on preventing underage drinking, with the exciting incentive of a potential appearance on MTV and BET. This campaign aimed not only to raise awareness but also to empower teens to voice their concerns.

The Digital Strategy

To maximize engagement, we crafted a strategic plan that included two critical calls to action:

1. Video Submission: Encouraging teens to create and submit their videos.
2. Engagement: Motivating viewers to watch, vote, and share these videos across their social media platforms.

Our approach included:

• Targeted Display Ads: We reached over 30,000 teens across mobile devices, tablets, and computers. By employing retargeting techniques, we ensured that some students saw the ads up to 10 times within a month.
• Animated Banner Ads: Designed specifically for the city metro demographic, these ads captured attention and effectively communicated the campaign's message.

The Results

After just 60 days of consistent campaign performance, the results were compelling:

• The campaign saw 67 videos submitted, representing a 32% increase from the previous year.
• Over the course of the campaign, we delivered more than 250,000 ad impressions, significantly boosting visibility.
• Video engagement was impressive, with a 43% increase in video replays and shares compared to the prior year.
• The display ads achieved a 0.15% click-through rate, outperforming the national average by more than double.

Conclusion

This campaign not only raised awareness about the dangers of underage drinking but also fostered creativity and engagement among teens. By effectively leveraging digital strategies, the nonprofit was able to connect with a younger audience in a meaningful way, ensuring that their vital message resonated throughout the community.

If your business needs a high-impact, cost-effective marketing strategy, contact Vici Media today to discover how our white-label digital solutions can help you achieve your goals. For more information, email support@vicimediainc.com.