Advertising Case Study
Nick Fico, Digital Strategist, Draftfcb
Above the Infuence
The White House Oce o National Drug ControlPolicy (ONDCP), working with the advertising agencyDratcb, created a multichannel communicationscampaign called “Above the Infuence.” The Abovethe Infuence campaign ocuses on teens who arenewly exposed to peer substance use. Their livesare lled with pressure—to t in, to grow up, tostretch, to succeed, to dene themselves. Abovethe Infuence helps to prevent and reduce teen useo drugs and alcohol by positioning substance useand the infuence that promotes substance use asan “infuence” that makes you “less than you.” Thebrand campaign launched in 2005, and has evolvedto incorporate active participation among teensthrough activities, discussions and content creation.
The objective o the Above the InfuenceFacebook Page is to engage teens with credibleinormation on substance abuse and allowthem to interact with one another to create anauthentic conversation around drugs, alcoholand the infuences that surround them every day.The Above the Infuence campaign has leveragedsocial media as a key communications tool,ensuring the brand message is communicatedin an environment most relevant to teens,with Facebook being a critical component.Facebook has provided an authentic platormthat acilitates true dialogue, builds positive
Facebook Executive Summary
To engage teens with credibleinormation on substance abuse andallow them to interact with one anotherto create an authentic conversationaround drugs, alcohol and the infuencesthat surround them every day.
Target like-minded teens withFacebook Ads to cultivate and supportan active user group on the Above theInfuence Facebook Page
eective tool or identiying a teendemographic and encouragingteens to join a community
organizations to obtain a widevariety o eedback rom itsaudience, which can inorm andlead an initiative
“While many people focus on overall page growth as a metric for success, we have focused on ‘quality’ Like growth. In this regard,what targeting on Facebook delivers often exceeds our expectations.The quality of our audience is evident in the engagement rates weare seeing, which are continuously going higher, month after month.Facebook targeting has helped us create a supportive community for teens to come and share with other like-minded teens.”