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?


Why is digital so important to us?

• Sharing disabled people’s voices

• Challenging assumptions

• By-passing a mainstream media narrative


What do we mean when we say ‘campaigns’?

• Stories • Campaigns• Brand • Programmes• Media


#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?



https://www.youtube.com/watch?v=dwP1xuZZFuY

#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?


#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



• Go to the Insights tab on Facebook


• Lots of content to choose from




#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


#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!


Facebook Audience insights8th February 2016#SMEX16



YouGov Profiles8th February 2016#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?!


Let’s look at a recent campaign

• Who do you think they were targeting?


https://www.youtube.com/watch?v=GZnBgWd_R2g

So…

• Who do you think War Child were targeting?


#EndtheAwkward

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


• 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


Who did Scope target for End the Awkward?

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


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


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


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


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


Google Consumer Surveys

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


Presentations & Public Speaking

Aytug Ozeli & Richard Lane: Using Digital Platforms