A new YouTube campaign encourages people to work with their providers as they try to stop smoking.
The campaign features five videos made by well-known "YouTube celebrities." Each videographer uses his or her own unique style to deliver the core message: You're four times more likely to quit smoking with the help of a health care professional.
During the campaign, the videos have also been raising money for two charities: QUIT and Roy Castle Lung Cancer Foundation. The charities received 1 cent for every 'like' and one for every click through to the Pfizer UK smoking cessation website, up to a total of 20,000 pounds ($29,000) – a target achieved within just two weeks of launch.
Pfizer is delivering the videos using "TrueView" – advertisements that appear just before someone sees his or her chosen content and can be skipped after five seconds. Every time 25 percent or more of these are viewed, another 10 pence (15 cents) was donated to the charities. At the end of the campaign, which runs until May 29, the money raised will be split equally between QUIT and Roy Castle Lung Cancer Foundation.
In the first three weeks of the campaign, the first five seconds of the videos were viewed around 3 million times, and the full videos were viewed 413,000 times by 337,000 people – a 15 percent view rate.
The U.K. also experimented with "Thunderclap" to raise awareness of the campaign. Thunderclap works like an "online flash mob" – everyone who agrees to support the campaign effectively gives permission for the same message to be transmitted, at the same time, through their social media channels. So the message reaches the total social reach of the supporters.
The Thunderclap was launched two weeks before the campaign, asking patient and customer organizations for support. One hundred and six individuals signed up, and at 4 p.m. on March 23, an estimated 52,000 people had access to the same message: "You're 4 x more likely to stop smoking with a healthcare professional. Read more & raise £ for charity #quitwithhelp."
The project has been led by Sarah Sunderland, U.K. Country Brand Leader for Champix. "The idea was inspired by members of the Global Innovative Pharma regional team who attended an externship at the Google site in California championed by Frederik Bay, GIPB Strategy Head," she said.