Overview

Following a requirement from the central government to achieve devolution in York and North Yorkshire, Disruptor Media was tasked with developing a paid social campaign to gain 10,000 clicks for the public survey.

The devolution deal is intended to give the people of York and North Yorkshire greater control over the decisions that affect their lives, enable the region to drive economic growth, and improve quality of life for residents.

A public consultation survey was required in order to gauge response. This was a historic moment for the region and achieving actionable results for the public survey was critical to its success.

Strategy

Our team created an in-depth paid social strategy, focusing on what the client wanted to achieve.

Landing Page

We defined the client’s goals. In this case, it was to receive traffic to a landing page in order to increase sign-ups.

Reporting & Optimisation

Once the ads were up and running, it was very important to monitor their performance and optimise them for better results

What we did

Our goal was to drive traffic to a landing page to increase sign-ups, resulting in good-quality survey feedback. We worked closely with the client to define the target audience for the paid social campaign, considering factors such as age, gender, location, interests, and behaviour, allowing us to engage individuals who were most likely to respond to the messages we were putting out.

We were asked to raise awareness of the devolution consultation across digital channels and achieve a reach across all demographic and geographic segments. We used a variety of content to reach different audiences – including the opening of a new social channel to target younger people. It was important to inform the wider public of the consultation and their right to take part, whilst ensuring they fully understood the principle key messages.

We developed advocacy by developing a communications pack that enabled partners to promote the consultation. We also engaged key influencers to allow their voices to be heard across social media.

There are several ad formats to choose from on Facebook, including image ads, video ads, carousel ads, and more. To optimise this campaign for the client quickly, we carried out a host of test and learn strategies within this campaign, and chose the ad formats best suited to the goals and target audience.

The content was creative, relevant, and hard-hitting, including a strong call-to-action that encouraged people to click on the ad and complete the form on the landing page.

Once the ads were up and running, it was very important to monitor performance and optimise them for the best possible chance to achieve the goal of 10,000 clicks. As such, we constantly evolved our plans week-on-week as informed by data.

10,530 Total Clicks

We smashed our target of 10,000 clicks before the end of the campaign.

1,414,636 Impressions

Over 1 million people in the region viewed our paid ads.

This targeted paid media strategy, served across Facebook ads served York & North Yorkshire Devolution very well, helping them achieve well over the targeted 10,000 clicks.