CASE STUDY > WELL-AHEAD LOUISIANA
UNFILTERED FACTS
Nicotine and Vaping Campaign Generates Statewide Buzz
https://vimeo.com/1061421997/7706ff8ff2?share=copy
The Opportunity
Build trust with a skeptical audience.
Nicotine use among Louisiana teens — particularly through vaping — is a statewide health concern. We were tasked with creating a campaign free of scare tactics and overt bias to capture the attention of Louisiana audiences ages 13–17, educate them with unadulterated, honest, edifying and constructive information, and direct them to UnfilteredFacts.com.
The Insight
SAFER ≠ SAFE.
Our research showed that the success of the vaping industry largely depends on the perception that vaping is “safer than cigarettes.” That may sound true, but it’s not the whole story. In reality, while vaping may not carry identical risks to smoking, it presents its own unique set of adverse health effects that go largely unacknowledged — including some we don’t even know about… yet.
The Insight
SAFER ≠ SAFE.
Our research showed that the success of the vaping industry largely depends on the perception that vaping is “safer than cigarettes.” That may sound true, but it’s not the whole story. In reality, while vaping may not carry identical risks to smoking, it presents its own unique set of adverse health effects that go largely unacknowledged — including some we don’t even know about… yet.
By connecting with local foodies, creatives, doctors, and other Influencers, we were able to produce dozens of branded videos that spoke to our audience as peers and unbiased authorities — in ways that felt native to the platforms.
HOW WE MADE IT SIXY
DIFFERENT FLAVORS OF INFLUENCE
We knew through research that the audience could be more receptive to our message if it came from independent voices or voices they already trust. So we developed an Influencer campaign for TikTok, Snapchat, Instagram, and YouTube.
HOW WE MADE IT SIXY
Different Flavors Of Influence
We knew through research that the audience could be more receptive to our message if it came from independent voices or voices they already trust. So we developed an Influencer campaign for TikTok, Snapchat, Instagram, and YouTube.
HOW WE MADE IT SIXY
Different Flavors Of Influence
We knew through research that the audience could be more receptive to our message if it came from independent voices or voices they already trust. So we developed an Influencer campaign for TikTok, Snapchat, Instagram, and YouTube.
https://vimeo.com/781587793/e7949b354f?share=copy
By connecting with local foodies, creatives, doctors, and other Influencers, we were able to produce dozens of branded videos that spoke to our audience as peers and unbiased authorities — in ways that felt native to the platforms.
https://vimeo.com/749654055/6e89e22ccb?share=copy
HOW WE MADE IT SIXY
Evening the playing field.
In year two of the campaign, we partnered with the Louisiana High School Athletics Association to secure a set of print and digital ad placements at State Championship events across the state and around the year. Branded content appeared at the football, baseball, softball, basketball, soccer, volleyball, cross-country, and bowling State Championships.
https://vimeo.com/842659864/5d0830e95e?share=copy
Award-winning messaging to millions.
Our multi-year campaign achieved more than 152M impressions and we exceeded our targets — as well as industry benchmarks. We were also awarded Best in Show honors by the Public Relations Association of Louisiana (PRAL) at both the Local and State level for excellence in research, planning, implementation, and evaluation. We’re looking forward to taking Unfiltered Facts to new heights again and again.
TOTAL IMPRESSIONS
0
M
CAMPAIGN OUTPERFORMED 75% OF ALL ADS IN THEIR MARKET ON TIKTOK
TOP
0
%
Award-winning messaging to millions.
Our multi-year campaign achieved more than 152M impressions and we exceeded our targets — as well as industry benchmarks. We were also awarded Best in Show honors by the Public Relations Association of Louisiana (PRAL) at both the Local and State level for excellence in research, planning, implementation, and evaluation. We’re looking forward to taking Unfiltered Facts to new heights again and again.
TOTAL IMPRESSIONS
0
M
CAMPAIGN OUTPERFORMED 75% OF ALL ADS IN THEIR MARKET ON TIKTOK
TOP
0
%
Print Impressions
0
K
Clicks
0
K
CTR
0
%
Engagement Increase (YoY)
0
%
Red Stick Award (PRAL–BR)
Social Media Campaign
Bill Michelet Award (PRAL–BR)
Best In Show
Torché Award (PRAL–LA)
Community Relations & Public Service
Torché Award (PRAL–LA)
Social Media Management
Torché Award (PRAL–LA)
Best In Show
Six-Star Reviews
DON’T JUST TAKE OUR WORD FOR IT. READ WHAT THE JUDGES AT THE PRAL AWARDS THOUGHT OF OUR WORK.
“A perfect score. WellAhead LA’s trust in Red Six Media was well placed given the agency’s strategic and creative approach, rooted in robust research, planning, implementation and evaluation. This entry clearly tells me about the scale and types of research: Discovery sessions with client; Audience research about where the target audience spends their time online; Research about TikTok and Gen Z and how that feeds into Red Six’s approach. Curiosity, methodical research, and strategy go hand in hand here.”
Judge #2
Red Stick Awards (PRAL–BR)
Social Media Campaign Strategy
“This was a solid effort from beginning to end. And the fact that the goals for reach were far exceeded speaks to the impeccable planning and the very professional management of all campaign components by the team involved. The bottom line is that the numbers far exceeded the goals, which is irrefutable evidence that they did their job well and reached large numbers of the audience. I think this would be an excellent case study to use in educating other communications professionals. I believe that any client would be thrilled by a campaign that was well conceived and executed, and which exceeded expectations while not exceeding the budget allotted. My hearty congratulations to the team that pulled off such an outstanding campaign!”
Judge #1
Torché Awards (PRAL–LA)
Social Media Management
“A perfect score. WellAhead LA’s trust in Red Six Media was well placed given the agency’s strategic and creative approach, rooted in robust research, planning, implementation and evaluation. This entry clearly tells me about the scale and types of research: Discovery sessions with client; Audience research about where the target audience spends their time online; Research about TikTok and Gen Z and how that feeds into Red Six’s approach. Curiosity, methodical research, and strategy go hand in hand here.”
Judge #2
Red Stick Awards (PRAL–BR)
Social Media Campaign Strategy
“This was a solid effort from beginning to end. And the fact that the goals for reach were far exceeded speaks to the impeccable planning and the very professional management of all campaign components by the team involved. The bottom line is that the numbers far exceeded the goals, which is irrefutable evidence that they did their job well and reached large numbers of the audience. I think this would be an excellent case study to use in educating other communications professionals. I believe that any client would be thrilled by a campaign that was well conceived and executed, and which exceeded expectations while not exceeding the budget allotted. My hearty congratulations to the team that pulled off such an outstanding campaign!”
Judge #1
Torché Awards (PRAL–LA)
Social Media Management
PARTY
TIME
KEEP
LOUISIANA
BEAUTIFUL
YMCA
OF THE
CAPITAL AREA
