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 had 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.
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 in order to reach as many young people as possible.
We served three videos to this broad audience, but also built retargeting audiences of people that 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.
of view targets delivered
days of viewing time
completed views of the third video by people that had seen the first and second
