How Intelligent Creative is Getting Young Adults Talking About Mental Health

The Ad Council, dentsu International and VidMob partnered on a campaign called Seize the Awkward to start conversations about mental health among teens and young adults. Media ran across Instagram, Snapchat and TikTok. The case study results showed that data-informed ad creative dramatically boosted ad performance and prompted young audiences to take action.

Case Study highlights:

• Instagram: 21% increase in Page Engagement Rate.
• Snapchat: Swipe Rates more than doubled from the 2020 media flight with a 120% increase.
• TikTok: 112% increase in Click Through Rate.

Although there were similar best practices across the three social media platforms, the ideal video length, specific messaging, and timing of key messages varied depending on the placement. Creating custom content tailored for each specific platform resulted in the most impact.