CASE STUDY: Bucks County Council & Sky AdSmart
Provided by Sky Media
Bucks County Council wanted to promote their foster care services to gain more enquiries & to recruit foster carers in the area
What was the Challenge / Background of the Campaign?
Buckinghamshire County Council wanted to promote their foster care services in order to generate more enquiries and to recruit foster carers in the area.
By using Sky AdSmart, Buckinghamshire County Council were able to combine the power of TV advertising with highly selective targeting to ensure the ad was served to homes in their catchment area, and those considering fostering in the future.
What was the Campaign Objective?
- To boost awareness of the Buckinghamshire County Council fostering scheme
- To generate more enquiries and to recruit for foster carers in Buckinghamshire.
What was the Solution?
Buckinghamshire County Council was able to select their ideal audience by using mosaic attributes only available on TV through Sky AdSmart: Professional Rewards; Small Town Diversity; Suburban Mindsets; Careers and Kids; Terraced Melting Pot. Buckinghamshire County Council also used Sky AdSmart's new hyper-regional capability and targeted only homes with a postcode beginning with HP and SL. The 30" creative featured the voiceover of a teenager in foster care talking about his favourite moment living with his foster family.
What were the Results?
The campaign ran from January to February 2015 and delivered 205,701 impressions, with a capped frequency of 5 per household. 16% of those who recalled the advert have taken some action as a result of the exposure. This might be looking up more information or spoken to someone else about fostering.
What were the Key Learnings of this Campaign?
As a result of the campaign we had the highest number of enquiries about foster caring we have ever had - three times as many as we'd see in a normal month' Anushka Desai, Senior Communications Officer at Buckinghamshire County Council.