Brandao
About The Company
SIND Ungdom is a nationwide humanitarian youth organization based in Denmark. Their vision is that no young person in Denmark should be left alone with mental vulnerability.
They focus on the fact that relationships are crucial for mental health, and they have made their core task to create spacious, safe, and meaningful communities for people between the ages of 16 and 35 years old dealing with mental vulnerability and illness. At the same time, they work to break the taboo and silence about psychological vulnerability and illness among young people.
The Challenge
The goal of the brand was to spread awareness about their programs to improve mental health in people between the ages of 16 and 35 years old in Denmark. The ads focused on sending the message that if you are struggling in this area, you are not alone and you can search for help. Talking about mental health on social media is a challenge in itself due to platform constraints, so careful copywriting techniques had to be applied.
The Strategy
For this campaign video assets were chosen, because research shows that short video content is the best way to communicate with the new generation, and having someone speaking directly to the camera about those issues feels more direct and personal.
Two platforms were chosen to run this campaign: Meta and TikTok.
The audiences in the campaigns on both platforms were divided into:
- Broad Targeting: targeting anyone in the desired age range who is located in Denmark.
- Interest Targeting: targeting people interested in topics that make them more likely to be
struggling with mental health (for example, people who are away from their family, away from
their hometown, people who recently moved, who are in a long-distance relationship, or recently
started a new job).
Campaign budget optimization was applied in the ad sets, allowing the algorithm to allocate the total budget in the campaigns to the audience and the assets that saw more clicks for the lowest cost.
Because all the assets in this campaign are videos, all the placements that are not optimal for this type of media were excluded, including right column, Facebook marketplace, Messenger, and audience network. Several optimizations were done through this campaign to improve performance, including budget allocation between the platforms and bidding. Those optimizations helped bringing the highest amount of clicks for the lowest cost both on Meta and TikTok.
Results
Both platforms not only reached their goals but surpassed them. The campaign drove a high amount of engagement, gathering 7.485 clicks and 53,976 page engagements. The video KPIs were on average 3.2x better than average for the company, making this campaign become the most successful one the brand has ever run.