Raise awareness and encourage people to take action on the issue of boredom.
- Hook. Designing a hook that would effectively grab the attention of users on their social feeds and convince them to visit the quiz landing page.
- Apathy. Putting together a quiz that would inform people about the effects of boredom and challenge them to take boredom seriously as a physical and mental health risk.
- Solutions. Identifying an accessible, creative resource that could serve as a toolkit for people in want of ways to prevent/combat boredom.
- Audiences. There were three target interest groups for this campaign. The first was mainstream media followers across the U.S., Canada, Australia and Europe. The second audience was those who uniquely followed social platforms. The third targeted the followers of large health and wellness influencers. The mainstream media audience was slightly more engaged compared to the other audiences.
- IQ. Respondents were split almost evenly in terms of having or not having prior awareness on the issue of boredom. 56.4% of respondents were aware of the facts we presented, while 43.6% of respondents stated they had learned something new.
- Demographics. 74.4% of page sessions were female. There was no overwhelming majority in terms of page sessions by age, though 30.1% sessions were over the age of 65. Individuals between 18 and 24 were the least engaged demographic, coming in at only 7.5%. The latter certainly begs further investigation.
- Devices. 53% of respondents did so on their mobile devices, keeping mobile devices the dominant device of choice for campaign engagement.
- Costs. $0.26 was the cost per resource (toolkit) link click. $0.08 was the cost to get someone from Facebook to the quiz landing page. Given the markets targeted, both numbers were well below typical costs of conversion and speak to the issue resonating with users.
- Conversions. 93.53% of people who completed the quiz clicked on the post survey resource (toolkit). 83.1% of respondents indicated they cared more about the issue of boredom after our quiz. 82.2% of respondents indicated they would be willing to change the way they lived to address the issue of boredom. 21.21% of those who initially accessed the quiz completed all ten questions.