“Baby Man” was the first placement of its kind in Facebook’s new in-stream, video ad platform. The videos would auto-play without sound as users scrolled down their Facebook feeds. So the visuals had to be striking enough on their own to encourage users to stop, engage with the video, and switch on the audio. They also had to be entertaining enough that our audience wouldn’t resent us for invading their social space. These dual challenges led us to the creative execution, which was supported with additional content that users could find on Facebook, Tumblr, Youtube and all across the web.

The results were some of the best our clients had ever seen for a single campaign. Within the target demographic, we achieved 65 million impressions from 31 million unique users. And the rate of quotes completed was 15.3% higher for users who had seen the campaign. The work proved effective at snapping our audience out of their habitual behavior, and motivating them to take action. And more importantly, the irreverent humor in the spots prompted thousands of shares in the first day alone.