Childline and SnapchatA case study

IntroductionSnapchat is still a relatively new platform for advertisers but things are changing quickly.

In a fast-moving environment it’s important to keep an eye out on new opportunities as the platform and its audience evolve.

Childline campaigns and SnapchatChildline #ListenToYourSelfiecampaign

Principal campaign aims:

• Educate and empower 11-15 year olds to recognise the difference between healthy and unhealthy sexual relationship behaviours

• Raise awareness of Childlineand increase propensity to contact the service

Creative route

Creative concept

This doesn’t just happen, it happens because either things just aren’t addressed, people are less able to fend for themselves and they don’t get the help that they need, for whatever reason, and are put into difficult positions and sometimes it DOES take them there and if, people were there to help them in the first place then they wouldn’t…then this wouldn’t happenYoung person

We created two films; ‘The Party’ and ‘The Game’, which told genuine stories in a genuine way.

‘The Party’ was aimed at girls to highlight peer-to-peer relationship abuse / grooming.

Whilst ‘The Game’, was aimed at boys and focused on an adult male grooming a younger male in an online grooming scenario.

Paid media strategy

Telling our story through video distribution formats, in the places where people are sharing selfies and pictures

Facebook/Instagram

Maximising video reach cost efficiently within

the most popular video content environment

for our audience

YouTube

Aligning ourselves in the environment where ‘selfie’ behaviour is most dominant

Snapchat

Surround the familiar (role models and

content)

Use media to bring to life the duality of decision

making

Upweight mobile & tablets

Match content & context

How and why?

• Introducing new platforms (specifically Instagram and Snapchat) to a larger Childline campaign was a risk but it was also where our key target audience were consuming content

• We created the Snapchat content so it could be implemented in the style of a regular Snapchat story and feel more authentic to the platform

• The minimum spend on Snapchat meant it was a gamble due to the ratio of spend on this platform vs. others on our media plan

Snapchat resultsFor Snapchat we created the full campaign films in vertical format as well as three Snap ads (10 seconds each) including one that resembled a Snapchat story resulting in a total of over 1,932,600 impressions.

The swipe up rate was way above Snapchat’s benchmark (5%) with a rate of 29% (+234% above the planned benchmark). ‘‘The Party’ had the highest levels of engagement as average view through rate was 2 minutes and 12 seconds and it saw the strongest swipe up rate by far at 45%.

Other examples

UK wide geo-filter for Anti-Bullying Week 2016: Total views: 4.7MTotal story posts: 56.6KTotal send posts (direct snaps): 324.7K

Childline #ToughToTalkcampaign aimed principally at teenage boys. 10s snap ads (two different creatives). Average of 15% swipe up rate in the first 3 days of the campaign (benchmark between 3-6%)

Launching Childline’s

partnership with Cheryl: - 10s Snap

ad – users could swipe up to view the full video. 204,046 swipe-ups - an 8.4%

swipe up rate

Learnings and tips• Seek out new platforms that young

people are active on, so you can ensure your campaigns are reaching your audience where they’re most likely to engage

• Having multiple creative assets means you can test and optimise spend and targeting to the best performing creative

• Grabbing your audience’s attention from the start of the creative assets and ads is very important when engaging with a young audience – you only have 10s

• Try using Snapchat geo-filters to engage even small audiences such as at awareness raising or fundraising events. They can be created for use at specific venues with very minimal cost

Thank you.

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