Persuading teenagers and young adults that reservoirs are dangerous could easily fall by the wayside along with the many of the commercial messages they’re exposed to on a daily basis. We knew that an awareness campaign deterring our audiences from swimming in reservoirs needed to cut through in a distinctive and memorable way. We not only needed to look to our young audience’s native channels – at a time when it was becoming increasingly more difficult to reach them, but also identify the creative platform that would make youngsters take notice.
Social analysis and quantitative research informed us that our teenage and young adult audiences were not aware of why reservoirs are dangerous, and we knew that peer pressure encouraged a herd mentality. The campaign strategy focused on delivering shock messages at a time and place when they might be considering cooling off in a reservoir. Executed by “cold water shock kills” video, hard-hitting pastiche of a 1960’s horror film, alongside eye-catching accompanying assets.
The campaign was activated across Facebook, Instagram, Snapchat and Spotify.
- Over 2m total campaign impressions
- 14,000 clicks to the Reservoir Safety landing page
- An average campaign CPC of £0.29
- Facebook CPM 56% cheaper than the average (according to Hubspot)
- Nearly 80,000 impressions via Spotify
- After split-testing our Snapchat activity and format optimisation, we saw an uplift in swipe ups by 984%, and a reduced cost-per-swipe by 7p.