1. Holy Safety, Batman!(How to reach the young invincible)Dave RadfordDigital Strategist/Visual Storyteller - PRR

2. SDOTs BSS CampaignGoal: Reduce traffic fatalitiesAudience: Males 16-35(AKA: Young Invincibles) 3. Campaign Challenges This audience is BOMBARDED withdigital media every day Young invincibles will not watch aboring government video or safetymessage Budget was tight 4. Challenges The current brand is notgeared towards this audience 5. Mapping out our BSS content strategyWTF?Step1ImsharingthisStep2Wait,safety?Step3 6. Be Super Safe Cartoon ParodiesBatman Drunk in the Club Spiderman on Snapchat 7. Be Super Safe Cartoon ParodiesHe-Man Takes a Driving Selfie Scooby Doo and Shaggy Take Edibles 8. ResultsGoing beyond likes for real engagement 9. Young invincibles were ENGAGED Over 33k views on FB & YouTube 603,560 impressions via KOMO news Over 400 shares on Facebook Overwhelmingly positive sentiment 10. Young invincibles were ENGAGED 11. Social Media Advertising Total Facebook spend: $2,027 Total Twitter spend: $840Targeting included: Males/Females age 16-35Parody, SNL, Eminem, Kanye West, Seahawks,Comedy Central, Twitter, Robot Chicken, InstagramThese ad dollars proved to be VERY effective for getting this content into thehands of our highly targeted audience, where they engaged and spread it likewildfire. The parody videos averaged around 90k impressions per video 12. Leverage other tools 13. Know your audience.Build your team accordingly.This is Dylan(A Young Invincible) 14. Your creative MUST resonate with your audience Humor is king. Use it to spread your message farther Take risks. Create something people will actually watch Make fun of bad behavior, dont glorify it Make fun of social media Incorporate cultural references (music, etc.) 15. Thanks for listening!dradford@prrbiz.com linkedin.com/in/daveradford