BeReal with How You Feel
BeReal • BeReal • BeReal • BeReal • BeReal •
Ireland’s first BeReal campaign, promoting healthy social media use and mental health awareness to 16-25-year-olds for Ireland’s youth website, spunout.
The digital-first campaign encouraged young people to utilise an emerging social media app, BeReal, to be open and honest with their friends about their mental health. Despite the negative effects of social media on mental health, 16–25–year–olds are the biggest users of social media platforms in the country. We decided to turn this challenge into an opportunity and meet the audience where they were at. We wanted to empower them to use this platform to be open, honest and authentic, in contrast with the typical highlight reel of other social media platforms.
Pluto Transposed 100% 8 G2 Start conversations among the audience about Mental Health
- Start conversations among the audience about Mental Health
- Empower the audience to speak about their Mental Health
- Empower and encourage audience to use social media for good
- Create awareness that spunout are there to help with support and resources
BeReal, a hugely popular app with the target audience, provides the opportunity to connect with friends in a realistic and authentic way and has become known as the “anti-Instagram”.
Execution
Once a day, BeReal notifies all users that it’s time to post on the app, with a 2-minute timer on the clock. BeReal is an alternative to the hyper-curated social media we’re used to. No getting the perfect shot, these photos are rough and ready to show and tell what you’re up to.
- We engaged TikTokers Caoimhe Byrne and James Doyle as Campaign Ambassadors who helped launch the campaign through a series of video content posted on their channels organically and reshared by spunout.
- Spunout had a presence on BeReal themselves, posting daily and providing supportive information We created supporting content for spunout’s social channels to sign post young people to guidance they might need like “How to open up to someone about your mental health” “How to be a good listener” which
results
Over the campaign duration, BeReal With How You Feel reached a total of 4.3 million people online through various digital touch points.
total reach
organic reach
website sessions
720,300 were reached organically through the campaign ambassadors owned channels.
PR reach amassed approximately 2.4 million people, with placements on Irish Independent, and Spin103.8 among other national media outlets.
A further 187,000 people were reached with primary and supporting campaign content organically.
While paid social ad placements amassed 900,000 viewers Articles signposted to during the campaign were read 7,208 times.
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