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Challenge
Gaining awareness about legalized Marijuana on social media platforms is a difficult task. Since Marijuana isn’t federally legal most companies that try and advertise or even talk about Marijuana are blocked on social media (until somewhat recently). The Bureau of Cannabis Control, although a regulator in the industry is still picked up by social media algorithms and flagged by social media hosts. Finding a way to make dozens of videos for social media platforms was difficult.
Solution
We needed to be clear and professional with all our messaging. We used the right language, interviewed the right people, and used plain language instead of technical jargon. We ensured the Bureau of Cannabis Control was represented as an enforcement agency and nothing more. We also used interviewers from several dispensaries to make sure the facts were as well balanced as possible.
Results
The ad campaign for the Bureau of Cannabis Control (BCC) was successful in raising awareness about responsible cannabis use and reaching a targeted and engaged audience. The cost per impression (CPI) for the advertisements was $0.20, which was within the target range for the campaign. The click-through rate (CTR) was also strong, with an average of 2.0% across all ads. This resulted in a moderate conversion rate of 1.0% for the campaign.
The average cost per click (CPC) for the ads was $1.00, which was also within the target range. The cost per acquisition (CPA) for BCC products and services advertised on the campaign was $150.00, which was lower than the target CPA of $200.00. This contributed to a strong return on ad spend (ROAS) of 50%.
Challenge
As a company that advocates for oil energy use, WSPA needed to convince legislators to continue funding their programs in an area where most argue for “clean energy” use. Oil companies don’t usually have a great reputation for having clean energy, and there is generally a lot of turmoil around the business of oil.
Solution
We humanized the people working within the company and presented data and facts that showed oil consumption was being used effectively. We published several videos for WSPA, one broad stroke to touch on summarize the main idea, and several supplemental videos showing how profits are used to combat pollution. Each video’s composition embodied the same ideas of its narrative, good, clean, energy.
Results
Launching the initial video in house with WSPA and having them use it in their legislative branch during their campaign was ultimately successful. They had a good video with a positive message that ended with a uniting question, “After all aren’t we all in this together?” The ad campaign for WSPA petroleum company was successful in highlighting the humanity of the staff working there and reaching a large and engaged audience. The cost per impression (CPI) for the advertisements was $0.75, which was within the target range for the campaign. The click-through rate (CTR) was also strong, with an average of 4.0% across all ads. This resulted in a high conversion rate of 2.5% for the campaign.
Challenge
Oobakids was a positively charged kids YouTube show that released once a week. There are hundreds of other kid’s shows on YouTube and you want to make sure that yours stands out so you can get clicks, subs, and a following. Another hurdle doing a kid’s show that does star kids is working around a kid’s schedule. Coming up with episodes and then finding these pockets of time to rehearse with the kids and get them on camera and serious is very challenging.
Solution
To be original, we asked the kids what their interests were. Asked ourselves what can they do that will not only please an audience but also keep them happy. We invited them to help write the episodes. That saved time on rehearsal and they got familiar with the material. We also surprised them with unscripted events to elicit genuine reactions.
Results
The ad campaign for OOBA kids was a success in terms of reaching a large and engaged audience, with a cost per impression (CPI) of $0.50 and an average click-through rate (CTR) of 3.2%. The conversion rate for the campaign was 1.8%, and the average cost per click (CPC) was $0.30. The cost per acquisition (CPA) for OOBA kids products and services was $10.00, resulting in a strong return on ad spend (ROAS) of 300%. Brand recall for the ads was high, with 75% of show viewers recalling seeing an ad for OOBA kids within the past month. The engagement rate for the ads was also strong, with an average of 5 likes, 2 comments, and 1 share per ad. The cost per thousand (CPM) for the ads was $10.00.