County and district councils across the UK have been working hard to meet growing demands to engage with their local communities and improve their online presence. Proventus Marketing have been tasked with helping councils across the country to expand their online reach, and the Quantum network has been their solution.
Enabling councils to push their community campaigns online to improve visibility, encourage interaction and generally bridge the gap with the public has been the key focus for the projects. Example campaigns include ‘One You’, which promotes making small changes for a healthier lifestyle. The Quantum ad platform allows Proventus to maximise Facebook, Google and Instagram, as well as other programmatic advertising network, to deliver a variety of messages directly to communities across many different areas.
Wychavon District Council worked with Proventus Marketing to use Quantum to further their reach online and improve the performance of their social media ads for their ‘contamination’ and ‘garden waste’ campaigns.
Wychavon District Council’s key goal was to inform their local community about contamination issues regarding adding un-suitable waste to green bins, as well as promoting their ‘clip and collect’ garden waste pick-up service.
With around 3,000 page followers on Facebook and no real following on other platforms, display advertising seemed liked the best way to ensure everyone in the area got the messages.
It was clear that social media was going to be one of the best ways to reach as many people as possible in the area, so Proventus utilised those platforms via the Quantum network.
As the campaign was partly brand awareness, but also sales generation, ensuring the right individuals were targeted for the ‘clip and collect’ was essential to deliver return on investment. Quantum’s smart targeting made it easy to target relevant audiences in the Wychavon district that would be interested in purchasing the additional service.
Quantum’s network allowed Proventus to re-engage users across the net to maximise the performance of the project.
Whychavon District Council were really pleased with the campaign results and audience engagement, having generated over 244 likes, shares and positive comments from the community.
The campaigns ran for 5 weeks and generated a total of 47 ‘clip and collect’ sales. From 1,371,265 impressions, the campaigns generated 5,901 clicks to the Wychavon Council website, equalling a healthy click-through rate of 0.43%.
Despite the short campaign runtime, Wychavon District Council achieved the results they needed and were surprised by the overwhelming audience engagement rate of the ‘contamination’ ads, as well as the sales boost of the ‘clip and collect service.