Situation YMC partnered with a social sports kickball league to establish a control group with 21- to 29-year-old young professionals in 2 key cities. By surveying the control group before and after being exposed to experiential activations and social ads, YMC was able to see a shift in perceptions over 3 months.
Solution
Surveys measuring alcohol consumption habits, perceptions, and decision making
Experiential activations centered around learning, games, and prizes
Hyper-targeted Facebook ads before and after kickball games
Results
134K
Impressions generated via social ads
29%
Ad recall after 2 weeks
46%
Increase in kickball players able to identify elements of responsible drinking
