Breathe Easy Nashville, Work Overview

Overview

The Goal

The Goal

Breathe Easy Nashville - The Goal
  • Develop a kit

    for the Metro Public Health Department’s Sales team to use to recruit new multi-unit housing complexes to join the smoke-free facility movement.  
  • Educate residents

    that it’s their right to demand smoke-free living from their property manager and/or owner. 

The Strategy

The Strategy

Breathe Easy Nashville - The Plan
  • humanize the residents

    who may have asthma, allergies, or small children to the property owners. 
  • show the lifetime savings

    of a smoking property vs. a non-smoking property to property owners, e.g., to turn over one smoking residence can cost an additional $15,000 per unit. 

The Execution

The Execution

Breathe Easy Nashville - The Execution
  • THOUGHT LEADERSHIP

  • SALES MATERIALS & CONSUMER MATERIALS

  • PAID MEDIA PLAN 

  • CREATIVE DEVELOPMENT

  • VIDEO

The Results

The Results

Compelling Creative

Digitally, all click through rates and video completion rates were well above industry average, signifying that our creative was compelling to consumers.

reached 60% of the target audience

On average, the Cable schedule delivered 840,000 impressions, reaching 60% of the target audience a total of 2.6 times.  As part of our Cable package, Comcast provided an extra 269,196 online video impressions across the targeted Nashville DMA zones.

Digital Success

On average, the digital schedule delivered 1,955,879 impressions, 5,728 clicks, and posted a 0.29% click through rate (CTR) with a 70.26% video completion rate (VCR).

Social Support

One month of social media support (via Facebook) reached 134,635 people with an average frequency of 14 and delivered a total of 54 new page likes and 153 post reactions (likes, shares, comments, etc.)

Breathe Easy Nashville - The Results

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