General

3 December 2014 Government Campaign Reaches Top Ranking on YouTube Leaderboard

By Carlos Alcazar, Managing Director Multicultural

During a recent presentation to government communicators at Google’s DC office, I shared our Texting & Driving ad campaign that featured a chilling TV spot and entertaining YouTube videos. Our campaign garnered worldwide attention and millions of impressions and was responsible for generating a 28% lift in searches on Google related to texting & driving. I also said we were developing a Drunk Driving campaign that would be even bigger, but couldn’t give you the details…until now.

The Tombras Group is proud to announce a first for a U.S. government campaign, landing our client the National Highway Traffic Safety Administration (NHTSA) on YouTube’s coveted Ads Leaderboard at the #3 ranking. The Ads Leaderboard showcases the most engaging advertisements consumers choose to watch. Our client’s life saving message was in the company of major corporate brands such as the launch of video game Madden ’15, Foot Locker, Toyota and Samsung.

The YouTube Ads Leaderboard rankings are determined by an algorithm that factors in paid views, organic views, and audience retention (how much of a video consumers watched). The “Teens React to Drunk Driving” video (below) amassed more than four million views in just one week and generated 8X more engagement than industry standards. With almost 200k likes and 30k comments, our combination of strategy, creative, and great YouTube collaborations is a recipe for success.

Government campaigns can inspire and influence audiences. Digital video content is changing the landscape of traditional campaign planning. Unique media partnerships play an important role not only in distribution, but also development. We’re leveraging research, data, and analytics to create better content for NHTSA and the results speak for themselves.

If you’re interested in hearing how we achieve this success, reply to me at this email with your contact preference and we can schedule a time to visit.

Click here to see more of our work for NHTSA.

The Tombras Group is a 260+ person, full-service advertising agency with a digital mindset. In the brand-building business since 1946, the family-owned agency serves national and global clients. In 2015, Tombras was recognized as Ad Age Small Agency of the Year, and in 2016 it was ranked by Palma Consulting as Independent Agency of the Year. Tombras connects data and creativity for business results. Offices are located in Washington, D.C.; Louisville, Kentucky; Nashville with headquarters in Knoxville, Tennessee. More information: www.tombras.com.