Responsibility.org

Digital Marketing + Content Development

Responsibility.org

April 11, 2017

Research + Strategy, Digital Marketing + Content Development, Event + Experiential


With the goal of changing how young professionals view and approach responsible drinking, Responsibility.org approached us to develop a campaign that combined both experiential activations and social advertising.


Situation

We partnered with a social sports kickball league to establish a control group with 21-29 year-old young professionals in two key cities. By surveying the control group before and after being exposed to experiential activations and social ads, we were able to see a shift in perceptions over three months.

How We Helped

  • Research + Strategy
  • Digital Marketing + Content Development

Solution

  • Surveys measuring alcohol consumption habits, perceptions, and decision making
  • Experiential activations centered around learning, games, and prizes
  • Hyper-targeted Facebook ads before and after kickball games

Results

  • 134K impressions generated via social ads
  • 29% ad recall after two weeks
  • 46% increase in control group members able to identify elements of responsible drinking