Greater Manchester Health and Social Care Partnership: Winter Wellbeing

In Winter 2017 we planned and booked a highly strategic online, press and outdoor campaign for the Greater Manchester Health and Social Care Partnership. Tasked with raising awareness for their Stay Well this Winter campaign, we implemented a number of promoted Facebook Page Posts,  a highly targeted Facebook Canvas ad, Taxi Advertising and local press adverts to encourage the people of Greater Manchester to take more care of themselves during the colder seasons. 

Around the same time we worked with GMHSCP on their Winter Flu campaign. The aim of the campaign was to raise awareness that the free flu vaccine is not just for the elderly but is also available for toddlers, we were therefore tasked with targeting three separate audiences; parents of 2-3 year olds, carers of the over 55's and, of course, the over 55's themselves. 

Both campaigns generated strong performance and produced great results:

Winter Flu Canvas - 
- 0.49% CTR
- 0.56% Canvas Engagement Rate
- 18.73% Canvas View Time
- 9,936 Clicks

Stay Well this Winter Canvas -
- 0.67% CTR
- 0.85% Canvas Engagement Rate
- 75.73% Canvas View Time
- 7,290 clicks

Adoption Counts Launch: Digital campaign

Facebook:

  • ✓  This initial burst of Facebook activity was delivered across four weeks, running different promoted link posts each week.
  • ✓  We geo targeted the campaign to areas in which the client operates (Salford, Stockport, Trafford, Manchester and Cheadle East).

  • ✓  Further to this, we layered on targeting options to ensure we were serving to relevant users within the geo.

  • ✓  As the campaign ran,we optimised towards top performing targeting segments and towards mobile - which was the highest performing device in terms of CTR.

  • ✓  Over delivered on impressions

  • ✓  0.8%CTR(4,880Clicks)

  • ✓  £0.90CPC

phoneac.png

Admaxim: 

✓ AdMaxim implemented Native language targeting in Urdu, Turkish, Arabic and Hindi to engage Asian communities

✓  To reach same sex couples AdMaxim applied Keyword and Contextual targeting to reach users browsing relevant sites and content related to the LGBT community. Banner and Interstitial creative formats were used.

✓  AdMaxim Campaign delivered 1,000,244 impressions,

✓  A CTR of 2.23% and 22,326 clicks.

✓  The strongest CTR was seen between the hours of 12pm–1pm producing

a CTR of 2.52%.

✓  The ad that generated the strongest overall CTR was the 1024x768

delivering at 6.7%,

✓  The strongest performing device overall was the Samsung Galaxy Tab 47

with an impressive CTR of 5.18%.

ADOPTION.png

Media IQ:

✓  First, we used MediaiQ’s ‘Reach’ product, this ensured scalable performance across a large range of publishers, optimised toward view ability

✓  MediaiQ’s ‘Context’ targeting was also used to deliver impressions in high performing environments, these were heavily optimised towards using assumptive and predictive modelling of high overlap domains

✓  Finally, using MediaiQ’s ‘Audience’ product we targeted assumptively against segments such as ‘Child Welfare Charity Donors’.

✓  We also used predictive models to build custom look a like audiences of users who had visited the homepage previously

✓  2,387,985 impressions delivered

✓  0.14%CTR (3,360clicks)

✓  £2.38 CPC

✓  Top performing domain:www.fertilityfriends.co.uk

AC-Media-iQ-300x250.png

HOME: A Revolution Betrayed

In Autumn 2017 we worked with HOME to promote their 'A Revolution Betrayed' season. With a range of events and productions taking place across a number of months, we created a multi-format campaign which ran from September to the end of November. 

We included local press titles, the Guardian Guide (North Edition) and the MEN, across both their print and online formats. We then teamed this with a range of outdoor formats such as Metrolink Passenger Panels, Bus Streetliners and the Manchester Loop. 

Finally, to reach a greater geographical area and capture a range of relevant audiences (as well as prospect new ones), we implemented an online display campaign which included Facebook Promoted Page Posts.

Design Manchester Festival 2017

In 2016 we worked with Design Manchester to promote their fourth annual festival of design, talks, exhibitions and creativity. The 2016 Design Festival was the most successful Festival to date with 40,600 attendees compared to 21,000 in 2015. Our campaign generated 7,000 interactions across 3,500 Twitter and Facebook accounts, with a potential reach of nearly 17 million - seen as an increase of 400% year on year. 

As a result of this success we are very pleased to have been invited to work with Design Manchester to promote their 2017 festival. For DM17 we channeled a number of formats which included outdoor such as Metrolink passenger panels, Legal Fly Posters, Streetliners, and the Deansgate Digital Tower. We also incorporated the findings from their first online Media iQ campaign and implemented an informed, online display campaign to target regional press titles and specialist design websites. 

Jorvik Viking Centre use Dark Social

After having to close following the floods in 2015, Jorvik Viking Centre held it's grand reopening in Spring 2017.  To create interest prior to the relaunch, we implemented a Dark Social, online display campaign. 

We targeted families, mums, historians and education professionals to ensure we captured the most relevant and high sharing audiences.

We discovered that the Jorvik audience have a keen interest in Home & Garden material, as well as pet related copy, valuable insight which can be used for future campaigns.

Their results showed that the 'mum' audience pool shared the most content, Sunday proved to be the strongest day for engagement and the 300x250 creative generated the strongest CTR, Overall CTR was 0.28%.

Incorporating ‘Dark Social’ within Jorvik’s overall digital campaign proved to be an excellent way to target Mums as they decided on which family activities to book for the coming year.