MegaRed, a small Omega 3 pill with big heart health benefits, had low awareness.

Given the heartbeat is the most fundamental sign of life, we knew that we could elevate the brand out of a traditionally very pragmatic category by tapping into what truly drives consumers to take care of their hearts their passions. To ask them to share, we asked the question, 'What does your heart beat for?'

We identified inspirational Boomers who made a change in their lives to pursue their passions and take better care of their health. We then shot a series of short documentary videos to tell their stories. Crucially using Sensum heart health technology we were able to measure our subjects' hearts as they described their passions.

The videos were distributed on Facebook and YouTube throughout the month of February, Heart

Health Month, in order to closely tie the brand to heart health concerns.

In just one month, the video series accumulated over 11MM views on Facebook and YouTube with a 65.7% view completion rate and over 7000 shares on Facebook alone.

More importantly, the video series sparked deep, emotional conversation and provoked consumers to share the stories of their passions.

The videos were distributed on YouTube and Facebook throughout the month of February, Heart Health Month, in order to closely tie the brand to heart health.

The videos lived on the MegaRed YouTube page, in YouTube pre-roll ads and were also rolled out on Facebook through the brand page and Newsfeed ads over 4 weeks in February.

The rollout on Facebook opened with teaser videos, for each individual, in order to build momentum for the longer two minute and Sensum versions. Once the videos were live on Facebook, they would then be pushed out further with media.

We elevated the brand story by creating compelling sharable content. This content resonated much more deeply with our audience than past marketing efforts and, critically, prompted deep and lengthy conversations among our audience about their life passions, and why their heart health is crucial to their lives.

In just one month, all videos combined for a total of 11 million views across all platforms, and over 50 million impressions.

More remarkable, however, was the propensity for the content to resonate with the intended viewer: 87.6% of users watched our most popular video through completion. The average completion rate across all videos was also an incredibly strong 65.7%.

On Facebook, our target audience expressed further affinity for the content with over 7,000 total shares with friends and family in just one month compared to 900 shares for the prior campaign that ran from October to December in Q4 2014. That's close to a 8X jump in sharing.

Last, but not least, not only did this series achieve considerable reach, but also meaningful impact amongst boomers as demonstrated through their active participation in conversations and comment threads posed by the videos' central question, 'What does your heart beat for?'