Case Study: a u.s. federal government agency achieves an 84.9% lift in perception about opioid addiction with Basis Technologies

How Digital Advertising Helped U.S. Government Raise Awareness of the Dangers of a Growing Healthcare Crisis

The U.S. Federal Government Agency focused on national health safety needed to confront rising opioid addiction and shift the perception that communities were immune. Basis Technologies was engaged to design and execute a digital advertising and omni-channel public awareness campaign (including a partnership with Hulu) to reach adults 25–69 in high-use states and drive traffic to campaign storytelling content.

Basis Technologies deployed a layered targeting strategy—content adjacencies, custom keyword alignments, and third-party behavioral targeting—over 15 months, optimizing in real time and measuring impact with a Nielsen brand lift study. The campaign delivered 141 million impressions, 24.7 million completed video views, an 80.32% video completion rate, $0.05 eCPCV, 0.14% CTR, and produced an 84.9% overall lift in perception; 70% of exposed respondents agreed anyone can become addicted to opioids versus 37.9% of non-exposed, demonstrating clear awareness and perception shifts driven by Basis Technologies.