In order to create interest and liking for If, we search for subjects and insights in social culture that affect people today. One growing problem in society is sleep deprivation. 6 out of 10 sleep to little, which increases the risk for accidents and health problems. One central reason for lack of sleep is the use of smartphones, laptops and tablets. According to research they prevent us from sleep because we use them when we should be sleeping, plus the blue light from screens counteracts our natural sleeping hormone.

Our main insight was that if we could reach and engage people through the main problem (devices), we could create a direct impact with a thought-provoking message. To do so, we reached out to people that a) could relate to the problem and b) are a source for other people’s sleep deprivation. Namely, social media influencers.

We sponsored 30 of the most popular social media profiles in the Nordics, with around 4 200 000 followers total, and asked them to go offline at a certain time, every day for ten days straight.

Their promise and message was that from 10PM to 7AM each day, they would not be online on their social media platforms. In order to conceptualize the initiative and increase likelihood for greater impact, we named the project Offline O’Clock.

Our social media profiles updated their followers about the project and encouraged them to also go offline once it’s Offline O’Clock.

Obviously, the core media was the influencers’ own channels and platforms, but the initiative was also pushed in bought media, such as TV, radio and online advertising.

Towards the end of the campaign, we followed up on our influencers to let people hear about their experience in order to get an extra push.

– The campaign had a potential reach of 14.6 million.

– It earned more than 216 000 social interactions.

– Brand liking, which is If’s most important communications effect (since liking is directly and strongly correlated with brand consideration), was 80% higher among those who had seen the campaign compared to non-observers. It should be noted that the goal was a 50% higher brand liking among observers, so the goal was widely surpassed.