Phase 2: A Facebook campaign to reach parents, grandparents & others in Liverpool to increase their confidence in treating minor ailments & everyday illnesses at home.

Aims:

  • To remind all viewers from phase 1 of the campaign about the CCI films
  • To drive traffic to the Examine Your Options website page that houses the common childhood illnesses films
  • To increase reach, likes, comments and shares on the CCI videos
  • To raise awareness with parents that these films are available to help treat a range of symptoms associated with common childhood illnesses and direct parents to the most appropriate services

Videos

Spot the Emergency Video
(Click Image to see on Facebook)

Coughs & Colds

Coughs & Colds (Retargeting)
(Click Image to see on Facebook)

High Fever

High Fever (Retargeting)
(Click Image to See on Facebook)

Vomiting & Diarrhoea (Retargeting)
(Click Image to see on Facebook)

Summary

Phase 2 of The Common Childhood Illnesses Campaign aimed to utilise Facebook to reach as many parents and other relevant audiences in Liverpool as possible with the 3 films featuring a local GP, as well as reminding people that we reached in phase 1. To do this we simultaneously ran retargeting adverts to the custom audience of people who viewed and engaged with the videos in phase 1 and to the same target audience from phase 1 that hadn’t already seen the videos.

Direct Campaign Results:

Ad Spend: £3394.94
Total Impressions: 987,499
Total People Reached: 64,923
Total Video Views >10secs: 86,794
Clicks to Website: 1690

Retargeting from Phase 1

In order to retarget users that were reached in Phase 1 of the campaign, we created several audience in Facebook.

  1. People who viewed over 50% of the videos in Phase 1
  2. People who visited the EYO website in the past year

 

The retargeting campaign worked in 2 ways. The first was reaching all the people who engaged with the videos in phase 1, to remind them about the advice in the videos. The second way the retargeting worked was to reinforce the message to new users from phase 2. The retargeting audiences are dynamic so they grow as more people watch the videos and click to the website. If someone in phase 2 watched over 50% of one of the videos, or clicked through to the website they would automatically go into the retargeting campaign and be shown all of the videos on Facebook.

Reaching new people in the target audience:

We also wanted to continue to target parents and grandparents living in Liverpool post codes to show the films to more people in our target audience that hadn’t already seen the videos. This helped to build up the retargeting audience for reinforcing the message.

Campaign Analysis

Retargeting

The decision to retarget users from the first phase of the campaign enabled us to make use of the progress we made in phase 1 and really reinforce the messages in the CCI films. People from phase 1 were reminded about the videos and the advice, while new people in phase 2 were shown the films many times during the winter months. In total there were over 20,000 unique people reached through our retargeting campaign, meaning over 20,000 people who had already seen one of the films or been on the website saw the films again to reinforce the message. With over 1,000 link clicks and over 80 shares the response to the re-enforcement was positive.

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New users in our Target Audience

With the retargeting in place, it was still important to try and reach more people within the target audience who hadn’t yet seen the films. The strategy here was to show the spot the emergency film to our target audience, so that those who either watched over 50% of the film or clicked through to the website would be added to the retargeting audience and subsequently shown the rest of the films. This strategy worked with over 6,000 people watching over 50% of the video and nearly 600 people clicking through to the website meaning approximately 6,500 people were added to the retargeting audience and shown the 3 informative films.

Takeaways

Facebook has proven to be a fantastic platform to reach our target audience with the films created for the CCI campaign. Not only this, but building an audience of people who are clearly interested in the content we have shown them so that we can continue to show them more of it and reinforce the message.