GlassView, the world’s largest independent video platform, drove increased awareness and engagement for the Partnership for Drug-Free Kids‘ work supporting families struggling with their son or daughter’s substance use, with a video campaign aimed at reaching millennial parents.
Securing the attention of busy young parents, GlassView strategically placed the nonprofit’s video featuring parents’ stories of their children’s experiences with substance use on top-tier media outlets.
“It is very exciting to be able to partner with the Partnership for Drug-Free Kids on this campaign, which can create real change,” said James J. Brooks Jr., Founder and CEO of GlassView. “There’s nothing like the power of video to share compelling messages that really make a difference, and we are thrilled to be able to leverage that power to support the Partnership for Drug-Free Kids’ important mission.”
“GlassView helped us directly reach time-pressed parents by bringing our video message where they are online,” said Kristi Rowe, Chief Marketing Officer for Partnership for Drug-Free Kids. “We are fortunate to work with GlassView to ensure our important message reaches audiences where it can make the greatest impact for parents and families.”
The campaign included placements in key outlets, Parents and Martha Stewart, two trusted media brands, that promoted the Partnership’s message to moms navigating their way through parenthood. For Parents, the organization’s message was presented to readers looking for advice about making decisions for healthy living. Some 41 percent of Martha Stewart’s audience, meanwhile, has children at home.
The placement helped the Partnership’s campaign to reach a click-through rate of 2.7X over the industry benchmark and a completion rate that was 88 percent above the industry benchmark.