June 11, 2019
As part of the National Healthy Sleep Awareness Project, we worked with our partner the American Academy of Sleep Medicineto reach young adults ages 18-24 years old with information about the importance of a good night’s sleep. Knowing this demographic was highly mobile and known to engage in late-night binge-watching activities, LCWA initiated a digital advertising campaign that strategically seeded content across YouTube channels during the overnight hours of 11:00 p.m. to 7:00 a.m. The campaign included a dynamic :20 video featuring a combination of motion graphics, animation and kinetic typography, uniquely designed to capture viewers’ attention and resonate with the target demographic. Messaging directed viewers to MakeTime2Sleep.com, a specially designed landing page on the SleepEducation.org website that features the AASM’s bedtime calculator and sleep tips.
The strategy proved successful with a stellar 59% completed video view rate, far exceeding the U.S. benchmark of 25%.