Overview
In 2022, Nielsen reported streaming content outpacing traditional TV for the first time. This represented a challenge for the Virginia Foundation for Healthy Youth which had traditionally relied on traditional TV advertising due to restrictions on video platforms targeting youth.
In order to create a digital-first campaign we would need to target children via the most influential adults in their life, namely parents and teachers. Luckily, this tactic was proven effective through VFHY’s own Y Street survey data which found that 98% of students, teachers, and health professionals agree that adults have the greatest influence on kids’ healthy decision-making.
Here’s how we targeted each audience strand with a single campaign:
Parents
In order to target parents, we ran a targeted flight of digital ads across YouTube, connected TV, OTT, and Meta platforms. These ads would direct parents to a landing page to bring awareness to Rev Your Bev’s free resources including at-home activities and recipes
Kids
According to a 2023 survey, 86% of children under 12 in the United States use YouTube regularly.
This drove the conceptualization of “Water Does Wonders” - part science experiment, part music video that was the perfect length for the attention spans of 3-7-year-olds. We cast representative talent and allowed them to engage in unscripted play in order to encourage similar behaviors in the target audience.
Educators
To underscore Rev Your Bev’s commitment to educators we incorporated the following:
- Existing Rev Your Bev classroom activities
- A replayable element so kids would request to watch it again and again
- Ability to be featured in Rev Your Bev Week classroom materials
- Children modeling curiosity and enthusiasm for water
Teens
In 2022-2023 Rev Your Bev’s Instagram page saw 20% follower growth amongst users 13-18 years old. To maximize the reach of the campaign, we developed a series of Reels to run organically on Instagram. We also utilized an on-set photographer to capture feed-worthy photos during the shoot.
We enlisted the help of influencer @milesmusickid to develop the song and video for this campaign. By leveraging influencer star power, we were able to boost excitement for the project amongst youth followers.
Collaborators on this project include: Bailey Grandis, Isabel Greenhalgh, Jeff Smack, Shelby Maceda, Overcoast Music, and Spang TV. Photography by Jordan Rodericks.