Raise awareness and encourage people to take action on the issue of depression.
- Design. Designing a hook that would effectively grab the attention of users on their social feeds and convince them to visit our survey landing page.
- IQ. A quiz was hypothesized to appeal more to those who acknowledge they’re suffering with depression or who know others who are. The challenge was to entice those outside these groups to take an interest.
- Survey. Curating a survey that would inform/challenge/scandalize and also encourage people to take action to address societal depression.
- Toolkit. Identifying an accessible resource that could serve as a toolkit for people who want to take action and handle their own depression or support others in their efforts.
- Audiences. Target audience was U.S. based, within the 18-65+ age range, and English-speaking. Facebook interest research was done to focus the audience further to ensure audience relevance would be high.
- IQ. Relative to the other campaigns Longbeard has executed for Halcyon, users were significantly better informed on the issue of depression. 60% of respondents were aware of the facts we presented on depression. These results may be attributed to the quiz appealing to those who have experience with depression, making their knowledge of the issue higher.
- Demographics. 59.7% of respondents were female. 59% of respondents were over the age of 55. Those 18 and younger were the least engaged demographic. In the U.S., respondents from New York, Texas, Michigan, and Pennsylvania ranked the highest in engagement.
- Devices. 60.7% of respondents did so on their mobile devices. Mobile remains the device of choice for respondents, which is interesting given the senior age of most respondents.
- Costs. $0.34 was the cost per resource (toolkit) link click. Given the competitiveness in the U.S. market, this was seen as a very positive result. $0.16 was the cost to get someone from Facebook to our depression landing page. Again, an encouraging result.
- Conversions. 94.59% of people who completed the quiz clicked on the post survey resource (toolkit). 89% of respondents indicated they cared more about the issue of depression after our quiz. 89.9% of respondents indicated they would be willing to change the way they lived to address the issue of depression. 29.93% of people who landed on the initial quiz page from Facebook completed the quiz.