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Above the Influence Facebook Ad Case Study

Above the Influence Facebook Ad Case Study

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Published by: Social Fresh Conference on Jun 18, 2012
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05/21/2013

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Advertising Case Study
Nick Fico, Digital Strategist, Draftfcb
Above the Infuence
Company Background
The White House Oce o National Drug ControlPolicy (ONDCP), working with the advertising agencyDratcb, 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 dene 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.
Objective
The objective o the Above the InfuenceFacebook Page is to engage teens with credibleinormation 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 platormthat acilitates true dialogue, builds positive
Facebook Executive Summary
Client:
 
Agency:
 
Objective:
To engage teens with credibleinormation on substance abuse andallow them to interact with one anotherto create an authentic conversationaround drugs, alcohol and the infuencesthat surround them every day.
Solution:
Target like-minded teens withFacebook Ads to cultivate and supportan active user group on the Above theInfuence Facebook Page
Key Lessons:
•Facebooktargetingcanbean
 eective tool or identiying a teendemographic and encouragingteens to join a community
•TheFacebookplatformenables
 organizations to obtain a widevariety o eedback rom itsaudience, which can inorm 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.” 
 
Advertising Case Study
brand interactions, and enables the Above theInfuence message to be delivered through thevoice o teens, thus making it more credible.
Approach
The presence o the Above the Infuence brandwithin Facebook began as a an-created communitythat ocially launched as a Page in June 2010.Media support ollowed in November and eaturedFacebook Ads encouraging teens to visit the Abovethe Infuence Facebook Page (www.acebook.com/AbovetheInfuence) in addition to the Above theInfuence website (www.abovetheinfuence.com).The goal o the Facebook Ads campaign wasto continue to raise awareness or the brand’sphilosophy and its available resources, and to drivequality an growth or the Above the InfuenceFacebook Page.To achieve these goals, Above the Infuenceapproached U.S. teens 13- to 17-years-old onFacebook with a two-pronged strategy. First, itreached out to general market teens and directedthem to the Above the Infuence website, whereteens could learn more about Above the Infuenceand increase their knowledge regarding substanceuse and negative infuences. Secondarily, Above theInfuence targeted teens who shared the brand’ssentiments and encouraged them to join the Abovethe Infuence Facebook community.Ads targeted to the latter group o teens wereidentied as having a potential anity or Abovethe Infuence based on what the teens sharedin their public proles. This could include statedinvolvement in community coalitions (e.g., YMCA,Jewish Community Center, etc.), and/or statementsagainst substance abuse (e.g., “I don’t drink orsmoke”). The ads used provocative messages suchas “Live Above and Inspire,” encouraging users tojoin the conversation and make their voices heardon the Above the Infuence Facebook Page.To encourage engagement with Above the Infuence,teens that showed anity or the brand were alsoserved Premium Video Ads eaturing Above theInfuence television commercials. One Video Adasks, “What keeps these teens Above the Infuence?Watch this commercial and let us know. Like ourPage or more discussions.”With the understanding that teens across thecountry have embraced Above the Infuence as theirvoice in resisting negative infuences—particularlydrugs and alcohol—it was important to build astrong community where teens elt empoweredto be themselves and share their experienceswith peers. “The Above the Infuence Facebookcommunity supports the mission and ghts or theideals that we are talking about,” says Dana Fiore,Account Executive at Dratcb. “The ans know it’sa sae place or them to have honest discussions.”The campaign’s success has come rom establishinga cohesive online community through targetedadvertising eorts, careul moderation and requentbrand postings helping to guide and encourageongoing conversation.

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