UOKM8? - Social Media Marketing

09. Jun 2017

UOKM8? is a socially driven content campaign to bring honest and interactive discussion about mental health to the digital youth community



    LADbible commands an absolutely huge, global LADbible social community of 33 million –  and growing. Over 50% of young people between 18-30 are following us in the UK on our social channels. We have earned this global following – and reputation-  as the voice of a social generation on news, media and entertainment with our multi-form content and by driving cultural moments through our digital storytelling.


    So when we decided to run a wide-scale socially conscious campaign focused on raising awareness around mental health, destigmatising the issue and encouraging discussion and openness amongst our community, our social media channels were an obvious place and really important channel  to bring the discussion to. With monthly engagements of 1 billion on Facebook (source: Facebook) and 3.1 billion monthly video views on Facebook (source: Facebook, March), it was clear this community trusted in the LADbible brand and engaged with the multi-form content we streamed.


    A 360-content driven campaign from LADbible, called UOKM8?, reached over 36 million young people and drove an unprecedented 823k engagements across the campaign – allowing us to successfully drive a conversation around mental health amongst young people and change the narrative on an important and serious topic. As well as editorial stories, we launched with a series of films ‘Everyday Heroes’ directed by filmmaker Mollie Mills.  The shorts focused on influential men, such as Olympic medallist Louis Smith, and the SwimDem community group and their personal struggle with anxiety. 4.8 million people watched these insightful, brave and raw shorts.


    The campaign was so successful that it lives on today, way beyond the original, three-month plan. Our audience has really engaged with the campaign and we recognize that this is a permanent issue and requires a permanent platform. Social media marketing was crucial to this success; with Facebook directing 90% of our website traffic, this campaign has allowed us to show a more serious, progressive side to our brand, campaigning for positive social change.

  • — Background on LADbible

    LADbible launched in 2012 as a Facebook page and, five years on, has grown phenomenally into a multi-brand, multi-channel media proposition that attracts 30 million visits each month (google analytics). We very quickly established ourselves as the authority on youth culture as well as influential in the world of media, news and entertainment, with our site ranking the 10th largest in the UK. We lead the way in creating contemporary, original content that disrupts traditional approaches such as TV and broadcast and drives social change with a youth audience.


    Whilst our online presence – ladbible.com – is the mothership of our brand, social media is fundamental to our vision and at the heart of our approach, with much of our exclusive content being housed on Facebook. Our social presence is an engine for driving innovation through content and has enabled us to position ourselves as TV for the social generation, with 50% of 18-30 year olds in the UK following us on social channels, and with our reach evenly split between females and males.


    Spanning live music and entertainment through to socially conscious issues that affect the globe, LADbible covers it all, informing, educating and inspiring to an enormous 54 million followers across all of our social channels. We are the global voice for a social media generation.


    We wanted to draw some much-needed attention to mental health and the worrying statistics around how many people were suffering on their own in silence. Charity campaign partner CALM (Charity Against Living Miserably) informed us that suicide was the biggest killer of men under 45 and, with 1 in 4 people suffering from mental health issues in the UK (MIND), we just felt there were too many stigmas around a difficult and debilitating condition to ignore it any longer.


    – To drive an honest exploration – and open conversation – about mental health issues for men – and women – in the UK and the world

    – To destigmatise the many inaccuracies around the perception of mental health, including it being embarrassing, not ‘normal’ or a weakness

    – To use our global social media platforms and influential position as the voice of a youth generation to provide as much comprehensive info for our audience to

    – To demonstrate that mental health is an issue that affects all types of people: our ‘everyday heroes’

    – To empower people to open up and participate in the conversation LADbible has started; sharing their experience of depression/anxiety in order to help themselves and others

    – To empower our audience to become ‘everyday heroes’; taking part in the discussion we start and helping us to deliver an important message

  • The name UOKM8? was assigned to the campaign and deliberately chosen to have universal appeal to a digital youth generation and make the conversation immediately accessible.


    Working with four relevant charities: CALM, the Samaritans, Movember and the Mental Health Foundation, to achieve maximum reach and engagement, we delivered a 360-content campaign with exclusively commissioned, original video content.


    The creative for the campaign required a really eye-catching visual to stand out and capture the attention of the public. Our approach with the subject of mental health was not to be shy and avoid difficult conversations and our marketing of the campaign had to take the same approach. The creative was brave, bold and distinctive and simply couldn’t be missed.


    We chose a young film-maker with a passion for celebrating youth culture globally and tasked her with creating video content to reflect our ‘Everyday Heroes’ objective. Mollie Mills directed 2 mini documentaries for us to stream on Facebook and launch the campaign. The first focused on gymnast and Olympic medallist Louis Smith MBE. His honest admission that he suffered from severe anxiety came as a surprise to many and, as a role model for the youth generation, he helped to bring immediate attention to the campaign with 3.8 million views of the video on Facebook.


    Everyday Heroes: Louis Smith

    "I think men try to be proud, and almost to the point they try to be in denial."Olympic gymnast Louis Smith opens up about his battle with mental health on Suicide Prevention Day. It's okay to talk. #UOKM8

    Posted by LADbible on Saturday, September 10, 2016


    A second video interviewed the founder of SwimDem, a London community group for swimmers and revealed the reason for setting up the group was for people to share their feelings as well as their love of swimming. We pushed these videos out on our social media channels – an important vehicle for us with 50% of all 18-30 year olds following us, split evenly between females and males.


    Everyday Heroes: Swim Dem

    “You know, men are out here taking their own lives simply because they feel like it’s an easier, you know, option than actually talking to someone.” – these guys founded ‘Swim Dem’ in 2013 to do more than just get people physically active. #UOKM8

    Posted by LADbible on Tuesday, September 20, 2016


    Several editorial articles were pushed out through our social channels. com news on mental health, personal stories and statistics to highlight how wide scale the issue is. LADbible delved into the intricacies of mental health, holding a mirror up to all types of mental health issues, from depression and anxiety to body dysmorphia and schizophrenia.


    We built in a data-generated element of the campaign for a deeper understanding on numbers affected and to quantify the issue. We created our own poll, asking our audience to tell us if they had ever been so desperate that they considered ending their own life, and discovered 37% had, reinforcing the vital need for this dedicated hub of mental health content.


    The engagement with UOKM8? was powerful with 823,000 people engaging with our content, either liking, commenting or sharing our posts. We took a taboo subject that was ridden with stigmas and destigmatised it and personalised it, taking it to people’s social media feeds for absolute ease in inviting their engagement.


    Social media was unequivocally the leading channel for this socially important marketing campaign. With 90% of our website traffic being referred from Facebook, it was obvious that diverse and in depth content on the subject needed to live here. The content we created needed to be as accessible as possible and speak to people that might not necessarily go and seek an article about mental health.


    We received so much incredible feedback from our audience, both brave revelations about mental health battles from individuals and positive encouragement and support from people learning about it. By bringing the campaign to the forefront of our brand and using our position of influence towards youth culture, we were stripping away stigmas around mental health.


    – Campaign reached 36 million

    – Louis Smith Everyday Heroes video was viewed 3.8 million times on Facebook

    – SwimDem Everyday Heroes video was viewed 1 million times on Facebook

    – 823,000 engagements with the campaign

    – POLL INFORMATION: 50,000 people sampled

    – We extended this from a three-month campaign to a permanent ongoing campaign


    Top performing editorial articles:

    Why Treating your Mates Who Suffer from Mental Health Issues Differently Is Bullshit (reach: 900,000)


    Here’s How Social Media Can Affect Your Health  (reach: 603,000 )


    LADbible took the social media community and made it even more of a community by bringing a challenging and difficult conversation forward. All of our audience showed that they were up for the task with 823,000 people engaging with the original, honest content we created, from liking stories and sharing to commenting, offering support, advice and encouragement.


    The really important take away from this campaign is the social change that social media has helped us to bring about. We are in the position to be able to drive such substantial shifting of perception on such a global and epic scale.


    Stepping back, this has been an effective marketing campaign for our brand too because it’s enabled us to show that we are a media brand that is compassionate, brave, honest, helpful, progressive and socially conscious; values that aren’t always necessarily immediately associated with our brand. Equally, we empowered our audience to do the same and take on the role of ‘everyday heroes’ and becoming ambassadors for change and understanding.