The charity organization Børn, Unge & Sorg’s mission is to help and support young people who’s parents are seriously ill. They came to Splay One because they needed to raise awareness about their new website and the newly launched ”self test”, a digital test to guide young people in finding out whether they were okay and if they could be offered the help and guidance from Børn, Unge & Sorg’s experts. But how do you reach such a young crowd with such a thought provoking and heavy subject?
First of all: make sure you speak to your audience on the audience’s terms. In this case we chose to produce a mini-series consisting of three episodes with two of the most hyped actors as hosts to resonate well with the target audience. The episodes were published on the Børn, Unge & Sorg’s YouTube channel and alongside we ran shorter call-to-action videos relating to the mini-series and the test with our two star hosts. For even more reach and closer to the end of the campaign when we needed our audience to actually visit the website and take the test – we ran new, conversion optimised ads on SnapChat and Instagram, encouraging people to visit the website and take the test via. call to action links.
The campaign became a youtube hit and the mini-series got 327 000 views on Youtube and the campaign in total reached more than 1,1 million people. But more important in this case specifically was of course the number of people who swiped and clicked their way to the website. An amazing 50 299 swipe up’s on Snapchat together with another 17 892 link clicks on Instagram made the campaign a success and gave Børn, Unge & Sorg a much better perspective on the mental health of the danish youth.