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 a 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

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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%.

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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

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HOME's Russia Season: A Revolution Betrayed

In Autumn 2017 we worked with HOME Theatre 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 - November.

Tasked with raising awareness of their new season, we proposed an integrated outdoor, press and social media campaign. This included local press titles (Guardian Guide North and Manchester Evening News) alongside a number of strategic outdoor placements such as Metrolink Passenger Panels, Bus Streetliners and Digital Screens across the Manchester Loop Network.

To expand our geographical reach we then implemented an online display campaign which included Facebook Promoted Page Posts to prospect new audiences whilst also retargeting existing ones who had not yet converted to a ticket sale.

Design Manchester Festival 2017 (DM17)

In 2016 Design Manchester entered it’s fourth year and we are proud to have worked closely with the DM team to promote their annual festival of design, talks and creativity.

We combined strategically located, urban outdoor formats such as legal fly posters and lamppost banners across Manchester City Centre to promote general awareness. This was supported by Metrolink passenger panels to reach those commuting across the city and finally, up-weighted with high impact digital outdoor in the form of the Deansgate Digital Tower.

The 2016 festival proved to be the most successful to date; with 40,600 attendees compared to 21,000 the previous year. 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.

The Re-Opening of Jorvik Viking Centre: Dark Social

After facing closure in 2015 due to flooding, Jorvik Viking Centre held it’s grand reopening in the Spring of 2017 and we are proud to have been selected to buy and implement their advertising activity to promote this.

To create interest prior to the relaunch, we designed an online display campaign including the bespoke element of ‘dark social’ - a targeting strategy which allows us to harvest data via users sharing content via messaging platforms such as Facebook Messenger and Whatsapp.

The campaign was focused around reaching families, mums, historians and education professions; all of which have a high propensity to share content ‘in the dark’.

The campaign provided valuable insight which can be carried forward into future ad-campaigns. This insight includes:

  • Jorvik audiences tend to engage strongly with home and garden material

  • Jorvik audiences regularly browse pet related content via mobile web

  • The Jorvik ‘mum’ audience pool shared the most content on a Sunday

  • Creatively, the 300 x 250 creative generated the strongest CTR and we would recommend upweighting delivery of this ad size in future.

The overall CTR for this campaign peaked at 0.28% therefore incorporating ‘Dark Social’ within Jorvik’s digital campaign proved to be highly successful.