U.S. Anti-Drug Campaign Engages Facebook Teens

The White House's Office of National Drug Control Policy has achieved a three percent engagement rate on a page that asks U.S. teenagers to resist peer pressure to use drugs and alcohol.

The White House‘s Office of National Drug Control Policy is seeing a three percent engagement rate on a Facebook page urging U.S. teenagers to resist peer pressure.

With 99,680 fans, 55,000 video views and 11 million ad views, this comprehensive communications strategy is fostering a dialogue about resisting peer pressure, according to the Government on Facebook subsite.

The ad firm Draftfcb was engaged to help with the social media effort that leveraged Facebook to reach teens.

Targeted Advertising

The first step was introducing the Above the Influence Facebook fan page in June, 2010, to engage teens with credible information on substance abuse and allow them to interact with one another in a dialog around drugs, alcohol and the influences that surround them every day.

That was followed by a two-pronged ad campaign directing teens to the Above the Influence Facebook fan page and web site, with a target audience of 13-to-17-year-olds in the U.S.

First, Above the Influence first reached out to general market teens and directed them to the group’s web site, where teens could learn more about the effort and increase their knowledge regarding substance use and negative influences.

Then, Above the Influence targeted teens who shared the brand’s sentiments on Facebook and encouraged them to join the Above the Influence Facebook community. The group looked for what teens shared in their public profiles, such as, “I don’t drink or smoke,” or whether they were stated members of community groups like the YMCA or JCCA. Using compelling messages in the ads, such as”Live Above and Inspire,” the ads encouraged teens to make their voices heard on the Above the Influence Facebook page.

To spur engagement, some teens were shown premium video ads featuring Above the Influence television commercials.

One video ad asks, “What keeps these teens Above the Influence? Watch this commercial and let us know. Like our page for more discussions.”

The Results

According to Draftfcb, the campaign’s engagement rates have been as high as three percent, surpassing the brand’s typical engagement rates.

Draftfcb attributes the high engagement rates to frequent postings of questions to the community, which positions the fans as experts and allows them to share their expertise with peers.

Nick Fico, digital strategist at Draftfcb, says that advertising begun in November 2010 has tripled or quadrupled the size of the community.

Readers, what do you think of the Facebook campaign to reach teens with an anti-drug message?