Empowering Teens: A Digital Campaign to Prevent Underage Drinking

In a proactive move to combat underage drinking, a nonprofit organization dedicated to preventing teens from drinking and driving launched a unique campaign aimed at engaging the youth in a meaningful way. Recognizing that today’s teens are digital natives spending considerable time online, the organization sought to expand its outreach beyond traditional media channels.

The Challenge

While the nonprofit had a variety of community outreach programs throughout the year, they needed to enhance their online presence to effectively connect with the “net generation.” To achieve this, they developed an exciting initiative that encouraged local teens to create videos promoting the message of responsible drinking, with the added incentive of a chance to appear on MTV and BET.

The Strategy

Through a series of strategic meetings, we identified two key calls to action: first, to encourage video submissions, and second, to motivate teens to watch, vote on, and share the submitted videos on their social media platforms.

To execute this plan, we deployed Targeted Display ads, reaching over 30,000 teens across mobile devices, tablets, and computers. By retargeting visitors from the organization’s website, some students received up to 10 ad impressions in one month, ensuring that the message resonated repeatedly. Our campaign included vibrant animated banner ads designed specifically for the local metro area, maximizing visibility and engagement.

The Results

After just 60 days of consistent performance, the campaign yielded impressive outcomes:

• Over 67 videos were submitted, representing a 32% increase from the previous year.
• We delivered over 250,000 ad impressions, significantly boosting awareness.
• The number of times videos were replayed and shared increased by 43% compared to the prior campaign.
• Our display ads achieved a 0.15% click-through rate (CTR), more than double the national average, demonstrating the effectiveness of our creative approach.

Conclusion

This campaign not only fostered creativity among local teens but also effectively raised awareness about the dangers of underage drinking. By harnessing the power of digital marketing, the nonprofit organization successfully connected with the youth in a way that traditional media could not.

If your business needs a high-impact, cost-effective marketing strategy, contact Vici Media today to learn more about our white-label digital solutions. For more information, email support@vicimediainc.com.