( Socials )
A national preventative-care provider.
Their first structured digital programme.
3,299
leads in six months
paid advertising alone, before a single self-referral
- Campaigns
- 14
- Council areas
- 7
- New leads / month
- 540+
Recruitment ran on channels you couldn’t measure.
For all its reach, the organisation had always recruited through legacy outreach: radio, leaflet drops, events, staffed stands and GP referrals. We were asked to build its first structured digital programme. Local, measurable, and fully compliant.
- 01
Spend, not outcomes
A radio spot or a leaflet drop costs a great deal up front and buys reach, never a guaranteed sign-up.
- 02
Impossible to target
Broadcast and print can't be focused on the eligible local residents who are ready, and can't be adjusted once they're running.
- 03
A drain on front-line time
Teams lost hours finding and recruiting participants, time that should have gone on delivering appointments.
What we built.
One end-to-end acquisition programme, local and multi-channel, delivered entirely in-house.
- 01
Concurrent multi-region campaigns
Fourteen campaigns across seven council areas, run at once: a stop-smoking campaign and a wellbeing campaign in each region, spanning London, the South East, the South West and the Midlands. Every one tailored to its area, audience and service, never recycled from a national template.
- 14 campaigns, 7 regions
- Two services per area
- Locally tailored
- Run simultaneously
- 02
Localised content, in-house
Trust is built locally, so we produced bespoke content for every campaign, including on-location shoots with the client's own local staff. Real, familiar faces and community-relevant messaging are the difference between an advert people scroll past and one they act on.
- On-location shoots
- Local staff on camera
- Community-relevant messaging
- Produced in-house
- 03
Social, paid and YouTube
Full social and paid ad management for every campaign and region: targeting the right local audiences, testing creative, optimising toward sign-ups. Because it's digital, every pound is tracked and tunable. Organic content and YouTube boosting drove further self-referrals on top of every paid lead.
- Paid ad management
- Audience targeting
- YouTube boosting
- Organic self-referrals
- 04
A shared lead management system
Every lead, paid or self-referred, flows into our custom lead management system. Approved team members across the regions see new leads in real time, confirm contact, mark sign-ups and log notes against each record, all in-app. One organised view instead of inboxes and spreadsheets.
- Real-time capture
- Multi-region access
- Sign-ups and notes in-app
- One organised view
Shot on location, region by region.
Cleared before it ever goes live.
Public-health messaging has to be right, not just published. Every campaign clears a full, multi-stage approval chain, and meets local-government messaging standards, before a single pound is spent.
- 01
Area managers
Sign-off
- 02
Service commissioners
Approval
- 03
Council or NHS body
Clearance
- ✓
Campaign goes live
Standards met