Following previous work, VRN approached us to provide a campaign strategy to offer ongoing support throughout the 2023 financial year. They wanted to maintain a social media presence among young people in Leicestershire and the surrounding area and drive users to the website for additional support.
Service:
The Challenge
A campaign targeting a limited geographical area can cause increased costs as the audience can quickly become saturated. We were also working with a limited budget that needed to span nine months and cover a number of topics that affect young people. Plus, we needed to utilise existing creative to save budget and maintain the recognised look and feel.
The Solution
We developed a campaign calendar that allowed us to use small bursts of activity to avoid saturating the audience with a single message. Through these small bursts, we were able to cover a range of topics including knife crime, substance abuse, staying safe online and healthy relationships.
We aligned topics with key dates and events throughout the year. During the school holidays, when children are likely to spend more time on the internet, we ran adverts to encourage young people how to stay safe online. During Knife Crime Awareness Week we ran adverts that encouraged young people to seek out support related to knife crime.
The Outcome
Employing a diverse range of existing artwork has kept our campaign fresh and prevented ad fatigue. By tailoring ads to different opportunities throughout the year, we were able to keep costs low.
Recognising the surge in online activity during school holidays, we used targeted ads to promote online safety. This strategy resulted in the highest volume of clicks on Meta during the campaign. The campaign also allowed us to test new placements across Snapchat, which allowed us to drive a lower cost-per-click.
We partnered with RKH to develop our Live Safe website to provide information, advice and resources for young people, parents and carers and professionals to help keep children and young people safe across Leicester, Leicestershire and Rutland.
Through partnering with RKH, we have achieved the following outputs and outcomes over the last 12 months:
- The creation of a new section for professionals
- Increased presence on social media platforms
- Increased traffic on to the Live Safe website
- Increased engagement with the Live Safe website
The team at RKH are friendly, professional, innovative, quick to respond, and always deliver against agreed outputs and outcomes.
Lisa Wilkinson - Community and Young Person Involvement Manager, Violence Reduction Network
The stats
9,424,824
Total paid social impressions
82,163
Snapchat swipe ups
£0.29
Average CPC
The Team
Katie Smith
Senior Social Media and Content Manager
Sophie Wiggins
Digital Project Manager