National Institute of Alcohol Abuse and Alcoholism (NIAAA) 2024 Dry January Campaign

TOTAL REACH
TOTAL IMPRESSIONS

OBJECTIVES

  • Amplify social media buzz.
  • Drive engagement.
  • Drive website traffic.
  • Drive downloads.
  • Generate impressions.
  • Produce creative assets and content.
  • Raise awareness.

ACTIVATIONS

  • Instagram Reels and Stories
  • Facebook Reels and Stories
  • Twitter
  • YouTube

CAMPAIGN OVERVIEW

NIAAA kicked off 2024 with its Dry January campaign in collaboration with influencers from the Forward Influence community. This Instagram-focused activation uses video-based content and Stories to educate people on the benefits of abstaining from alcohol. Participating creators share free tools from NIAAA’s dedicated Rethinking Drinking website, alongside personal tips and testimonials. This helped interested individuals navigate taking a break from alcohol.

Participating influencers shared their still images and video-based content via Instagram Reels and Stories and then cross-promoted them on their most active secondary platform—Facebook, X, and/or YouTube.

HIGHLIGHTS

  • The campaign exceeded the contracted amount of shares by 279.76%.
  • All published content combined more than 400,000 engagements on Instagram, TikTok, Facebook, and YouTube.

CAMPAIGN EXAMPLES

2

@jenleehirston Instagram

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1

@coachcam on Twitter

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9

@healthybyheatherbrown on Instagram

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6

@dr._dadbod on Twitter

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"I always enjoy working with Forward Influence! Everything is ALWAYS and I genuinely mean ALWAYS clear, concise, and effective! They're communicative, professional, supportive, and just genuine kind-hearted humans who genuinely want us to WIN and that shows through all of their actions and the way they lay everything out!"

- Cam Stith

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