Paid Social Agency Case Study – York & North Yorkshire Devolution

Following a requirement from the central government to achieve devolution in York and North Yorkshire, we were tasked with putting together a campaign as a paid social agency in order to gain 10,000 clicks to the public survey.

Devolution in York and North Yorkshire refers to the process of transferring powers and responsibilities from the UK government to a local authority covering the area of York and North Yorkshire. The devolution deal was agreed between the UK government and the York and North Yorkshire Combined Authority in November 2020.

Under the devolution deal, the York and North Yorkshire Combined Authority will receive powers and funding for areas such as transport, housing, and skills training. The Combined Authority will also be able to elect a mayor to provide strategic leadership for the region.

The devolution deal is intended to give the people of York and North Yorkshire greater control over the decisions that affect their lives, and to enable the region to drive economic growth and improve quality of life for its residents.

A public consultation survey was required in order to gauge response, this was a historic moment for the region and we were tasked with putting together a campaign as a paid social agency in order to gain actionable results for the public survey. We were up to the challenge.

The Plan

To being with, we defined the client’s goals. In this case, it was to receive traffic to a landing page in order to increase sign-ups, resulting in good-quality survey feedback. The first step in any social media strategy is to define goals. We focused on what York & North Yorkshire Devolution wanted to achieve from the paid social campaign. Once we had a clear idea of the goal, we created a campaign that was tailored to the client’s specific needs.

The Execution

The next step was to identify the client’s target audience. Who were the people we wanted to reach with our paid social campaign? Considering factors such as age, gender, location, interests, and behavior to define the target audience, we were able to construct a suitable audience that would be engaged and would resonate with the message we are putting out.

There are several ad formats to choose from on Facebook, including image ads, video ads, carousel ads, and more. In order to optimise this campaign for the client quickly, we carried out a whole host of test and learn strategies within this campaign, and chose the ad formats that best suited the goals and target audience. We created some seriously good content, aimed at being relevant and catching the eye of the target audience, including a strong call-to-action that encouraged people to click on your ad and complete the form on the landing page.

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Once the ads were up and running, it was very important to monitor their performance and optimise them for better results in order to achieve the end goal of 10,000 survey responses.

The Results

10,530 Total Survey Responses
1,414,636 Impressions

This targeted paid media strategy, served across Facebook ads served York & North Yorkshire Devolution very well, helping them achieve well over the targeted 10,000 survey responses.

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