Space & Time has used the following skills/services in the project.
The brief
See Me is Scotland's programme to tackle mental health stigma and discrimination, whose vision is to enable people who experience mental health problems to live fulfilled lives.
Following the successful relaunch of the programme in October 2014 with the ‘People Like YOU’ campaign – using national radio, high impact outdoor, paid search, display and social – the second phase set out to build on this success; to further educate people across Scotland, encourage self-help, start conversations, drive interaction online and build the movement on and offline.
The client wanted to continue to build the brand in a positive way, targeting specific settings and audiences across the country.
Our solution
The relaunch of the See Me brand had resonated particularly well online and across social channels – on Facebook and Twitter – so we wanted to continue to focus on online channels, pushing out a variety of static, short form and long form video creative over a 2 month period. The theme of the creative was relatable and conversational and offered simple ‘actions’ that could be taken to take action and change lives. We targeted specific audiences and retargeted those who had watched the video content with shorter, punchier ads with a strong call to action.
The video creative was also pushed out using the Teads Inread platform, an innovative new native video ad solution which provides 100% viewability on completed video views, and via YouTube Trueview pre- roll advertising.
A comprehensive search campaign was set up to target anyone searching for help or advice on mental health issues on Google.
Finally, we utilised high impact ‘cityscreen’ digital billboards in high-traffic locations in Edinburgh & Glasgow to target commuters at peak times.
The results
The following results demonstrate that the campaign delivered a significant quantity of high quality traffic to the See Me website, stimulated conversation and engagement and improved brand recall.
Key campaign metrics (3rd August – 3rd October 2015 – compared to previous 8 weeks):