In “Close to Home,” we are introduced to six characters on a perfectly

average day. Their lives are then irrevocably changed by the devastating consequences of a seemingly innocent glance at a smartphone while driving.

A combination of behavioral and contextual targeted ad networks and Full Episode Player environments drove a high volume of video views and video completion rate. We also leveraged female-focused social influencers to help ignite social conversations among moms. In addition, paid search directed users to Itcanwait.com, and engaged them to take action.

The film had 25M views across platforms. 3M of the views occurred organically, including 900M shares from Creativity and Adweek in the first week, crashing both of their sites. There was a 21% increase among those exposed on mobile to tell their friends not to use their phones and drive.