YouTube & Facebook Advertising Overview:
The Nebraska Commission for the Blind & Visually Impaired is an invaluable resource for blind individuals and those becoming blind. Our approach for their online campaigns across YouTube and Facebook was centered on telling stories. Specifically, a story that shows how empowered those blind and visually impaired individuals can be with a little training and emotional support from the Commission. By creating powerful videos like Mary’s story, we were then able to implement those videos across multiple platforms, launch them using creative copy, and thus generate interest, impressions, and video views from our target audience.
Online Marketing Executive Summary:
Here at PLAY, we created a plan that used advanced marketing tactics and custom-filmed video ads on YouTube and Facebook strategically shown to the right demographic in the right locations in order to direct them to the website, where they were then encouraged to contact NCBVI for more information about how they or a family member/friend could get assistant from the Commission.
Identifying the Problem:
One of the greatest challenges of the campaign was figuring out what information might be relevant to their target audience. What words would encourage blind and visually impaired individuals to seek further training? What kind of story would inspire family members and friends to contact the Commission on someone’s behalf? So we worked with NCBVI and our videographer to craft a story that would best appeal to our audience, tug at heartstrings, and offer enough background information so as to understand what the Commission can offer.
In addition, we needed to decide how best to target Nebraska residents. Since brand awareness, reach, and impressions were the primary goals for the campaigns, we decided to target the whole stay, as well as narrow the focus to include interests such as disability advocacy and assistive technology.