Aytug Ozeli & Richard Lane: Using Digital Platforms

Using digital platforms to turbo boost campaign reach

Richard LaneAytug Ozeli

8th February 2016#SMEX16

Who is Scope? • Where have we come from? • What do we exist to do? • How do we use digital to achieve these

aim?

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Why is digital so important to us?

• Sharing disabled people’s voices

• Challenging assumptions

• By-passing a mainstream media narrative

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What do we mean when we say ‘campaigns’?

• Stories • Campaigns• Brand • Programmes• Media

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#DDA20• 2015 was the 20th anniversary of the

Disability Discrimination Act • We wanted to mark the moment… without

‘stepping on toes’ and without much budget • With a total spend of £1,020 we created our

most shared content ever• Who did we target and why? • What did we learn?

8th February 2016#SMEX16

8th February 2016#SMEX16

#100Days100Stories • How to run an election campaign without

capacity? • How to get around ‘email fatigue’? • What reach did we get? • Importance of working across teams -

press, public affairs etc• What did we learn?

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#100days100stories

• Forget hunches and internally arguing about which bits of content to promote…

• Let your audience decide where to place your budgets

• Always concentrate on your best performers

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• Go to the Insights tab on Facebook

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• Lots of content to choose from

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#100days100stories8th February 2016#SMEX16

1,109 Likes

235 Shares

1,408 Likes

804 Shares

1,735 Likes

265 Shares

#100days100stories

• Total budget = £900• Results

– 684,000 impressions– 22,000 clicks to the website– 5p per website click– 2,774 likes– 466 shares

8th February 2016#SMEX16

#100days100stories8th February 2016#SMEX16

Back to marketing 101

• Keep the audience at the heart of your campaign

• Who knows quite a bit about their audience(s)?

• Use Facebook audience insights – it’s free!

8th February 2016#SMEX16

Facebook Audience insights8th February 2016#SMEX16

Facebook Audience insights8th February 2016#SMEX16

Facebook Audience insights8th February 2016#SMEX16

YouGov Profiles8th February 2016#SMEX16

YouGov Profiles8th February 2016#SMEX16

YouGov Profiles8th February 2015#SMEX16

How do I use this info?

• Build up a portfolio of core audiences• Test at multiple levels

– Between major groups– But also test at a granular level. Just how

much traction do we have amongst David Bowie fans compared to Will Young fans?!

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Let’s look at a recent campaign

• Who do you think they were targeting?

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So…

• Who do you think War Child were targeting?

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#EndtheAwkward

• Why did we launch End the Awkward? • What did we set out to achieve? • What tools did we use?

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• Any guesses?

Who did Scope target for End the Awkward?8th February 2016#SMEX16

Who did Scope target for End the Awkward?

• 20-something year olds• Interested in C4 comedies

– 8 out of 10 cats– Simpsons– Celebrity Juice

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Who did Scope target for End the Awkward?

Unsurprisingly digital advertising indexed really highly with this audience along with cinema and C4 / E4 advertising

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Let’s think audiences

You each have a distinct audience to target for End the Awkward. Which platform / targeting would you use?• 18-24 year olds• New mums• Social justice seekers• Silver surfers

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Some quick tips on our favorite channels8th February 2016#SMEX16

Unleashing the power of Facebook ads

• “Native” advertising• Use the appropriate format for your

objective• Want to boost reach? Use promoted

posts• Colder audiences or want more control

over targeting? Use newsfeed ads

8th February 2016#SMEX16

Get the right views on YouTube

• The first 5 seconds of your videos are key! 85% will tap or click ‘Skip ad’

• Use frequency capping. Don’t show your ads to the same person too many times

• Target your campaign using Topics and Interests

8th February 2016#SMEX16

Comparing channels – just my thoughts!!8th February 2016#SMEX16

Platform Reach Targeting Value for Money

Facebook Twitter YouTube

Hot off the press!

Using evidence to shape your campaigns and help with PR buy-in

8th February 2016#SMEX16

Google Consumer Surveys

Using evidence to shape your campaigns and help with PR buy-in

8th February 2016#SMEX16