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Social media campaign optimisation for Bookmark

Image of child learning

Bookmark is a reading charity whose mission is to improve the literacy rate for primary school children, and in turn, improve their life chances. Our brief was to develop a social media campaign to raise awareness of Bookmark as a charity and to attract volunteers quickly so that they could be trained in time for the start of the school year. We needed to hit the ground running and make the most of their very limited budget.

Image of child looking at book and jumbled letters
Image of lady with copy 'No feeling tshd you're bnepi understood'

Our approach

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.

Image of Instagram stories screengrab with boy and 'Change his story'
Image of child and book
Image of child and book
Image of Instagram Story post for Bookmark
Image of boy writing

Our solution

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.

The results

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.


New users


Click Through Rate


Interested volunteers