0M+
Social Media Impressions.
0K+
Google Impressions.
0K+
Social & PPC Clicks.

Interested In Working With Us?

Objective

In the midst of the coronavirus pandemic outburst, people in the South-West of England have become more active, engaging in activities such as outdoor walking or cycling more than ever before. This was an exciting opportunity for Travelwest and West of England Combined Authority to further encourage people to carry on with their active lifestyles and enjoy the health, social, and environmental benefits of walking or cycling. Our goal was to help them raise brand awareness through social media and Google Ads campaigns.

Surpassing set metrics

With a mix of strategic digital marketing, copywriting skills, and social media management, we’ve managed to surpass the client’s targets across this project that lasted close to 3 months (August till October 2020). We’ve set up a social media and Google Ads campaigns on platforms including Facebook and Instagram. These efforts resulted in increased engagement on social, and a boost in website traffic. Starting from the client’s targets (340K reach, 1.3M impressions and 4K clicks), we achieved: 504 K reach, 1.4M impressions and 5.8K clicks. Our Google Ads campaign resulted in 2.2K clicks, with 81K impressions.

Interested in Working With Us?

Social Media and Google Ads

Challenges

Beyond the normal challenges of setting up, monitoring and permanently adjusting the social media ads and the pay-per-click (PPC) campaigns, we had fun working on this project. We’re pleased that we were able to come up with a fresh audience targeting strategy across customised campaigns with tailored messaging. Thanks to our agile working style, we were able to quickly adjust ads, ad sets or ad groups to improve metrics’ evolution from week to week.

Strategy

Our main strategy was to find the right messaging for different audiences. Next, we made sure that the messages fitted the channel they were published on (Facebook, Instagram, or Google). Our focus was to reflect, through our copies, the differences in user behaviour across social media versus search. While the former is rather passive, driven by targeting, the latter is driven by active search intent. Finally, we knew from the start that a considerable effort would be required to constantly adjust the campaigns. This is why A/B testing and the week-to-week analytics provided excellent insights on adjusting aspects such as hook phrases, call to action, headlines, but also technical settings, such as budgets, timings, and keywords optimisation.

Guerilla Tactics Used:

Content Strategy

Audience Targeting

Ad Planning

Ad Optimisation