Monthly Archives: advertising campaigns
A woman looks at her phone thinking of what she is going to look for. Tag reads find help Phoenix.

Looking for help? You found it!

As mentioned in some of our previous blog posts, we have worked with the Maricopa County of Public Health before to build awareness on different health issues and the general well-being of the community. This season we were tasked to create a bilingual campaign to advertise the resources on FindHelpPhx.org. Why? Because there was an alarming 69% of parents who said if they knew how to locate more family resource services, they would use them. 

FindHelpPhx.org was created by the Maricopa County Department of Public Health (MCDPH) to provide residents an easy way to find social and health services. The user-friendly platform offers 1,500 resources including free and low-cost screenings, doctors, disability services, and more. Each of these services is vetted by the county and available for Maricopa residents who want to increase their quality of life. In fact, the website offers bilingual assistance in English and Spanish for those who need language assistance.

The Advertising Campaign

We were entrusted to come up with a plan of action to effectively advertise to Maricopa County families in need of guidance. We started this process by researching their exact target audience. Who are they? Where do they live? How old are they? After we dove deeper into who their exact consumer was, we evaluated where they would most likely be exposed to an ad. We determined Facebook and YouTube would be the best digital platforms, and rotating billboards on Arizona freeways would be a great traditional channel. 

After we decided who their target audience was and how we were going to reach them, we brought the information to the creative team. From there, the creative team wrote a story and a narrative that would resonate with the audience to grab their attention. See the creative content below. 

Maricopa County Department of Public Health / “Find Help Phoenix” (Spanish) from ON Advertising on Vimeo.

Maricopa County Department of Public Health / “Find Help Phoenix” from ON Advertising on Vimeo.

The Results

We are pleased with the performance and results that the ads have produced so far. The entire campaign launched Monday, September 16th, 2019 and will run through November 27, 2019. There have been 223,000 impressions for the Facebook campaign, with nearly 1,000 link clicks. YouTube has garnered 463,700 impressions that have generated 850 clicks to the website. For the billboards, there are 10 locations rotating weekly around Phoenix for 8 weeks, with an estimated 5 million impressions.

Here at ON Advertising, we always love working with the Maricopa County Department of Public Health because they are trying to improve the lives of their residents. However, if you or your business is interested in spreading an important message through effective advertising campaigns, contact us today.

A close up shot of a Burger King Burger that is being held and in the process of being eaten

Burger King’s #FeelYourWay Campaign

Advertisers are always under pressure to stand out amongst the crowd and out-perform every other ad to get noticed. With the increasing amount of platforms and opportunities for advertising, companies have to be creative when coming up with ad campaigns to grab consumers attention. Lately, the trend has been to highlight social problems in advertisements to show consumers that they care about these issues and to give a sense of connection to people.

A few months ago, we talked about the Nike campaign featuring Colin Kaepernick that grabbed attention from the world. Now, we want to focus on another campaign that was released by Burger King that has piqued the interest of users.

One of the latest ads that have sparked attention in the advertising industry is Burger King’s newest campaign called #FeelYourWay. The campaign directly takes a stab at McDonald’s and their ‘Happy Meal’ to bring awareness to mental health issues and stress about life. Watch it here:

https://youtu.be/PjxRUEA0Tdo

In this ad, Burger King is using values-based advertising by trying to be real and down to earth to connect with the younger generation. They wanted to showcase stressors people deal with including, mental health, bullying, sexual harassment, and student debt. The idea of this was to bring awareness that not everyone is always happy and in the mood for a McDonald’s ‘Happy Meal,’ but that people have different emotions and feelings, and that’s okay. This campaign was directly targeting the Millennial and Generation Z consumers.

Studies have shown, people in the younger generations, prefer to spend their money on brands that they can emotionally connect with. This is why value-based advertising has become such a popular trend nowadays. It has been reported that 60% of millennials are more likely to buy items that speak to them and their personality. The reason Burger King, and many companies want to target the younger demographic is because of their buying power in the marketplace.

If you’re interested in spicing up your brands advertising to be relevant and trendy in today’s competitive world, contact us today. We research and stay up-to-date on the latest trends in the advertising industry, so you don’t have to. Learn more about the services we provide here.

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