We worked with the team at Bookmark to identify three key target audiences on Social Media: Students and early grads, Part-time working parents and Retirees. Understanding our target audiences is key to our approach (read more here about how we used personas to support NHS Professionals), so that we can understand audience motivations.
Our paid social campaign matched up our audiences to the media they were likely to consume, and the type of content they would respond to. As it ran, we optimised our campaign to make the most of Bookmark’s limited media budget.
To further help Bookmark to keep their costs down, we used their pre-existing photography as the basis for our creative treatment.
We delivered a fully optimised social media campaign by:
- testing multiple creative approaches on different channels.
- learning what performed best and re-targeted the budget accordingly.
- retargeting those that had shown interest in our adverts but hadn’t clicked through.
In terms of our creative, we put our audiences in the shoes of the children for whom reading doesn’t come easily, which allowed us to create empathy.
Our dynamic approach meant that that over only three weeks, we were able to drive over 2,000 new users to the Bookmark website, achieve a Click Through Rate of 12% and generate nearly 400 new volunteer expressions of interest.
Click Through Rate