The Foundation for Advancing Alcohol Responsibility Headline

THE BRIEF

When the Foundation for Advancing Alcohol Responsibility planned to launch a comprehensive campaign to educate teens about making smart choices, they wanted to make the most of the star power available through their celebrity ambassadors. Working closely with the client, Brian Communications developed a strategic campaign around the organization’s celebrity ambassadors: rising teen star, Bella Thorne, and former professional basketball player Shaquille O’Neal.

Through two campaigns, iDECIDE and InnerShaq, the goal was to empower young people to make the right decisions for themselves. Because of the young target audience, the Brian Communications team knew we had to drive awareness, engagement and viral sharing on the platform where teens are already hanging out: social media. Campaign assets included PSAs, videos, sweepstakes, ongoing social content, email outreach and a focused microsite.

The Foundation for Advancing Alcohol Responsibility Video Thumbnail

The Foundation for Advancing Alcohol ResponsibilityHero

RESULTS

  • Total iDECIDE registrations topped 7,000
  • Total iDECIDE video views exceeded 210,000 over a 12-week period
  • #iDECIDE tweeted more than 13,000 times reaching an estimated audience of 220 million people
  • Media placements in People.com, US Weekly, JustJared.com, BopAndTigerBeat.com and many more
  • Total InnerShaq registrations reached nearly 1,000
  • The InnerShaq microsite saw over 169,000 visits over the course of two months
  • #InnerShaq received 29 million impressions and saw over 1,300 Twitter mentions