King’s College London Paid Media Case Study

Driving video engagements – more than double of view targets delivered

We used smart audience targeting and platform selection to deliver King’s College London (KCL) over double the number of view targets, equating to more than 470 days viewing time and more than 199k completed views of the third video, by people who had seen the first and second.

The challenge.

We used smart audience targeting and platform selection to deliver King’s College London (KCL) over double the number of view targets, equating to more than 470 days viewing time and more than 199k completed views of the third video, by people who had seen the first and second.

The Institute of Psychiatry, Psychology and Neuroscience (IoPPN) at King’s College London conducted research and focus groups exploring how young people experience and deal with anxiety, sadness and anger. They created three long-form videos which we needed to promote to a young audience and get them to engage.

Our response.

We delivered the full-length video across YouTube, Instagram, Snapchat and TikTok to maximise touchpoints and drive brand awareness. We targeted all people in the UK aged 13-24 to reach as many young people as possible.

We served three videos to this broad audience, but also built retargeting audiences of people who watched the first and second videos but not the last so that we could ensure that our audience saw all three videos to get the full picture of what the IoPPN was trying to communicate.

You can check out the project in more detail by visiting the KeepCool webpage.

  • >2x

    Of view targets delivered

  • >470

    Days of viewing time

  • >199k

    Completed views of the third video by people that had seen the first and second

The impact.

The success of this campaign highlights the power of combining engaging content with strategic paid media strategies to reach and educate young people on important topics.

Passion Digital Ltd.’s responsiveness and high-quality work have helped them dramatically increase the client’s visibility. Their remarkable SEO skills are perfectly in line with the client’s social media strategies, and their deep understanding of the firm’s branding encourages ongoing engagement.

We’ve been looking at our visibility versus our competition, and we’ve done very well compared to other companies. In fact, we’re only chasing one company at the moment. Their excellent site traffic and SEO support as well as their understanding of how those metrics complement what we’re doing on our social media have helped us achieve our goals.

Overall, we’ve been truly impressed with the improvements they’ve made as well as the results of their work. As a result, we’ve recommended them to another company.

Kiran Noonan Managing Director

They really spent the time to understand the company when we first began working together. I’ve worked with a couple of SEO agencies over the last sort of eight or nine years, and a lot of the time, they’re very numbers-focused, which you would expect — the numbers dictate the content.

I think because Passion spent so long and put so much time and effort into understanding the business, the tone of voice, and our position in the market, they’ve provided a unique ability to marry a numbers-focused strategy with a content plan. It’s very much in tune with what we want, and it’s the kind of flavor we would expect — I personally haven’t experienced that with another organic search agency.

Dale Bray Digital Marketing Manager

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