video views launched via paid media
increase in web traffic against the previous period
The ‘Power of Okay’ campaign to lean towards a focus on the workplace; building on the positive concepts used in previous campaigns but featuring a more direct, edgy approach to get people talking, thinking about and sharing often difficult ideas and concepts.
As one of the last true ‘appointment to view’ media channels, cinema was the ideal platform for the offline video element of the campaign. We supplemented this with radio as it offers excellent audience reach, has a strong ‘call to action’ and, alongside cinema, has some of the lowest levels of advertising avoidance.
Digital activity for ‘The Power of Okay’ targeted users of all devices across Scotland and comprised of pre-roll video on YouTube. It targeted native video placement served in contextually relevant environments.
A fresh, varied suite of video and static ads were also run within the Facebook newsfeed environment.
The film proved to be a success, with large numbers of people reaching out to each other after watching. In total, we generated 578,000 video views via paid media, as well as seeing a 59% increase in web traffic against the previous period and 73% of the web traffic being new users.