CASE STUDY
Flip the Script
AGENCY: King
CLIENT: Southwest Michigan Behavioral Health
A stigma exists in the Black community regarding mental health issues, which keeps people from being open about their mental health struggles and makes it less likely that those suffering will seek the help they need.
It’s time to make struggling with mental health feel less shameful. To encourage more social support for those who are suffering. And to encourage those that need help to reach out for help. It’s time to Flip the Script on Black Mental Health.
SELECTED CAMPAIGN ELEMENTS:
SOCIAL
The “soft launch” social media campaign featured a soft launch of “Brave,” a video ad that delivered 224,173 impressions and substantial engagement with 68,452 interactions (watching the video, clicking, reacting, commenting, and more). What’s truly noteworthy is the campaign’s 2.1% click-through rate (CTR), which surpasses the industry benchmark of 0.9%.
Outstanding engagement and click-through rates are a testament to the creative, which resonates with both men and women across a broad range of ages. With this, we’ve built additional assets for the creative library and extended the media campaign to a blend of both broad and targeted tactics. For 2024, we added “In Control” and “Strong” to our lineup of videos for Snapchat, Facebook and Instagram.
SOFT LAUNCH SOCIAL METRICS:
Q3 SOCIAL METRICS:
RADIO/STREAMING AUDIO
King produced the 30-second audio spot “I Don’t Wanna,” and negotiated placements throughout Barry, Berrien, Branch, Calhoun, Cass, Kalamazoo, St. Joseph and Van Buren counties. The streaming audio segment made an especially notable impact, delivering 233,102 impressions and reaching over 85,000 listeners across a wide range of applications, including Spotify, iHeart, Pandora, NPR, and more. The campaign achieved the audio completion rate benchmark of 95%, with an overall completion rate of 95.65%.
STREAMING AUDIO METRICS:
OUTDOOR
