Daylight is a necessity, not a luxury—that’s the message behind skylight brand Velux’s new campaign, “The Indoor Generation.”
The cautionary video warns of the adverse effects of depriving our bodies of natural light. Narrated by a young girl, she tells a tale of humankind turning their homes into places they’d never want to leave but in shutting themselves out from the sun, they created problems ranging from depression to allergies.
Velux claims that 90 percent of our time is spent indoors and that 84 million Americans currently live in damp and moldy conditions. The brand did not cite the source of this information.
“The Indoor Generation” video has gained traction across social media, especially on Facebook, where it currently sits at over 7.1 million views.
To measure user engagement with Velux’s campaign, we calculated the earned media value from YouTube, Facebook, Instagram and Twitter from May 14 to 17.
“Earned media” is the value of engagements a brand receives across channels as a result of their marketing efforts. To help quantify what the value of those engagements is worth, Ayzenberg Group established the Ayzenberg Earned Media Value Index (AEMVI) and assigned a quantifiable dollar amount for marketing gains a brand receives from a campaign or individual engagement that includes social media networks and similar digital properties.
(Editor’s note: AListDaily is the publishing arm of Ayzenberg Group. To read the updated AEMVI report reflecting the rapid changes in social, click here.)
Based on the latest AEMVI rates for social media interactions, Velux’s “Indoor Generation” ad earned a total of $830,387.28 in earned media value. This figure was based on values assigned to views, likes, comments and retweets.
“The Indoor Generation” generated the most earned media value on Facebook with $761,673.37. YouTube also proved effective in reaching audiences, with over 2.4 million video views to date. In its first four days, the ad earned $68,618.41. Instagram and Twitter delivered modest results—less than $100 of earned media combined.
The Velux website offers tips for integrating sunlight and fresh air into a daily routine. Although the brand does not cite the sources of its grim statistics, the ad appears to have had a strong impact on audiences, especially on Facebook who shared the PSA over 600 times.