How Are You Project

HATCHTrevor Hains - Charles Crain - Peter Maturo - Marisol Pelaez -
Georgie Morgan - Jason Hill - Carly Harris

WHY ARE WE HERE?
64% of college dropouts are mental-health related.

FIRST TIME OUT OF THE NEST.
College can be isolating.

SO, MAKING FRIENDS IS CRUCIAL.
The most important support system.

BUT, THOSE SUPPORT SYSTEMS
ARE FADING.
39% of freshmen said they spent five hours or less a week with friends.
(Bloomberg, College Freshman Are Lonelier and More Innocent Than Ever)

EVEN WHEN YOU DO HANGOUT...
Evvvveryone is on their phones.

AT A CERTAIN POINT, WE STOP ASKING
THE IMPORTANT QUESTIONS.

INSIGHT
College students often fail to get past the surface level in everyday
conversations with their friends.

THE SMALLEST OF SMALL TALK...
“How Are You?”

STRATEGY
Turn small talk into big conversation.

BIG ISN’T EASY.
It’s hard to find the time and the place.

SO WE GAVE PEOPLE TIME...
Lots and lots of time.

X
WE’RE WAITING...
For that big conversation.

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USER JOURNEY
From common courtesy to genuine intention.
Drive Watch
LearnPromise
Influencers. Press. Paid. 10-hour video.
Website.Click-to-Tweet.

X
USER JOURNEY
Drive
Influencers. Press. Paid.

X
Mark Freeman
Bill Hemmer
Heather Ford
FOX NEWS Anchor
Founder, Everybody
Has a Brain
Close Friend of
Madison Holleran
{
{
{
189,000+
200,000+

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SMART BUYING
optimizing
Non-Stop Optimization

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USER JOURNEY
Drive Watch
10-hour video.Influencers. Press. Paid.

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THE CONVERSATION
Begins with one easy question.

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SO, WHY A VIDEO?
Show people what to do.

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BUT, WHY SUCH A LONG VIDEO?
Big conversations take a long time.

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USE OF ANNOTATIONS
Challenging small talk. Rewarding big conversation.

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AND THEN WE WAIT...
Until the viewer is ready to have a big conversation.

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USER JOURNEY
Drive Watch
Learn
10-hour video.
Website.

1. Understand 2. Ask 3. Listen 4. Follow-Up

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USER JOURNEY
Drive Watch
LearnPromise
10-hour video.
Website.Click-to-Tweet.

X
THE PROMISE
Ready to mean it?

I PROMISE TO MEAN IT WHEN I ASK
“HOW ARE YOU?”
X

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EARNED DRIVERS
Every promise gets micro-influencers in the movement.

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WHY IT WORKED
By the numbers.

Increase Awareness of How Are You InitiativesObjectives
Put meaning back into the
question: How are you?
GoalsChannelsKPIs
Encourage Viewers to “Make
the Promise”
Recruitment on Social,
YouTube, & Site
On-Site Activity & Social
Participation
Primary
● Traffic Volume to
Video
● Views of ‘Coffee
Shop’ Video
● Visits to Site
Secondary
● Bounce Rate
● Time on Site
● Pages/Visit
● Earned
Impressions
Primary
● Clicks to “Make
the Promise”
CTA
● Hashtag Volume
Secondary
● User
Demographics
● Pledge URL
Clicks
Data Source found in Appendix

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USER JOURNEY
Drive Watch
LearnPromise
2,037 clicks 1,487 views
1,146 visits121 hashtags
Data Source: Google Analytics, YouTube Analytics, Crimson Hexagon,. Reporting Period: 7/28/2015 - 8/4/2015

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USER JOURNEY
Drive
2,037 clicks
Data Source: Google Analytics, YouTube Analytics, Crimson Hexagon,. Reporting Period: 7/28/2015 - 8/4/2015

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THE WORD GOT OUT
+66,000 impressions 339,450 impressions+1,500 shares
2,037 clicks-from-driver
Data Source: Google Analytics, Facebook Business Manager,. Reporting Period: 7/28/2015 - 8/4/2015
“Hey look at this!”

FACEBOOK PAID 1,949 Clicks
0.57% Click-through-rate
0.12% CTR Industry standard
Data Source: Facebook Business Manager,. Reporting Period: 7/28/2015 - 8/4/2015

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USER JOURNEY
Drive Watch

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AND PEOPLE WERE CURIOUS
1,487 video views
684 annotation clicks
=
click-through-rate
47%
Data Source: YouTube Analytics.. Reporting Period: 7/28/2015 - 8/4/2015
“I want to answer the questions seriously”

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USER JOURNEY
Drive Watch
Learn
1,146 visits

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THEY WANTED TO KNOW MORE
And took a look around.
1,146 site visits
2.07 pages/session
2:17 avg time/site
Data Source: Google Analytics,. Reporting Period: 7/28/2015 - 8/4/2015

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USER JOURNEY
Drive Watch
LearnPromise

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PEOPLE CHANGED BEHAVIOR
Promising to put intention back into the question.
⅓Data Source: Google Analytics, Crimson Hexagon,. Reporting Period: 7/28/2015 - 8/4/2015

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PEOPLE CHANGED BEHAVIOR
Campaign comes full circle.
121 promises
105 clicks-to-YouTube
Data Source: Google Analytics,, Crimson Hexagon,. Reporting Period: 7/28/2015 - 8/4/2015

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USER JOURNEY
Drive Watch
LearnPromise
EARNED
INSTAGRAM

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INSTAGRAM SUCCESS
22 Posts
3,000+ Engagements
221,575 Impressions
Data Source: Instagram. Reporting Period: 7/28/2015 - 8/4/2015

THE MOST IMPORTANT
TAKEAWAY
XX

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WE’RE IN THIS TOGETHER
Mental illness is something we can all relate to.

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Press
"How Are You" by Mark Freeman, Editor-in-Chief, Everybody has a Brain
"The How are You Project: Attacking Mental Illness with Three Simple
Words" by Heather Ford, writer for the Odyssey
"Guy Sits In A Coffee Shop For 10 Hours Waiting For You To Answer To
One Simple Question" Buzzfeed
"How Asking This Everyday Question - and Meaning It - Could Save Lives"
by Sarah Schuster, Editor of Mental Illness Section for The Mighty
"The How are You Project" by Kristin Thompson, founder of the Blush
Blonde
"How Are You?" by Carine Leslie, writer for the Odyssey Lehigh
"How Are You? A Look at College Students and Mental Health" by Sam
Perrin, writer for the Student Affairs Collective
"How Are You?" by Sam Perrin, founder From Nodak with Love

525 clicks-to-
site
1,346 video
views
VIDEO PERFORMANCE

How Are You Project

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