HM Government collaborated with Yahoo to launch an interactive campaign created with MorphCast Emotion AI Interactive Media Platform. The interactive video aimed to increase awareness of new Brexit import rules through engaging and personalized content.
Overview
The “Business Moves” interactive video, hosted by journalist Georgie Frost, explained the changes small businesses, haulage firms, and drivers needed to make. This video was embedded in Yahoo Finance and supported by trailers and bespoke articles, offering a comprehensive educational experience.
Read full article on Yahoo Finance
Yahoo Interactive Experience
Viewers interacted with the video through menus and buttons, enhancing engagement and retention of information. The video provided actionable insights and directed users to further resources on gov.uk. Supported by pre-roll ads and a dedicated Yahoo Finance channel, the experience was both informative and interactive.
“The innovative use of interactive video proved engaging for these hard-to-reach decision makers and we were delighted with the uplifts in awareness and understanding amongst those exposed to the campaign. The collaboration ensured we have lots of learnings to carry over to other government campaigns.” Mary Hennessy, Head of Stratcomms and Campaign Delivery, National Resilience Communications, Prime Minister’s Office and Cabinet Office
Process
The campaign leveraged MorphCast’s Media Platform for real time interaction, creating a personalized viewing experience. Yahoo’s DSP amplified the campaign’s reach with targeted native ads, ensuring it reached the right audience. This strategic distribution across Yahoo’s network drove significant engagement and action.
Impact
The campaign successfully informed 320,000 people, with a +13% increase in feeling ‘informed’ and ‘prepared’. 92% of the audience took action, visiting gov.uk or engaging in further planning. The initiative received high relevance and differentiation scores, demonstrating the effectiveness of the interactive content.
Key Achievements
92% Engagement
High rate of audience action and planning
320,000 People Reached
Approximately 10% of the target audience
Positive Reception
94% found the content relevant, 79% found it different from other initiatives