case study: Cambridgeshire & Peterborough Clinical Commissioning Group
Encouraging hard-to-reach audiences to call 111
Sectors: Health, Public sector
The client
Cambridgeshire & Peterborough Clinical Commissioning Group (CCG) is responsible for planning and buying local NHS services, such as the care people receive at hospital and in the community, and ensuring they deliver the best possible care and treatment for patients.
They are one of the largest CCGs in England (by patient population), with 85 GP practices as members, which cover all GP practices in Cambridgeshire and Peterborough, as well as two practices in North Hertfordshire and two in Northamptonshire.
Campaign: Call 111
The services
Paid social media campaign
Organic social media
Graphic design
Consultancy
The numbers
Clicks to website: 912
Number of ad views: 691k
Ad clicks: 1833
Cost per click: £0.84
The challenge
The CCG were looking for an experienced agency to deliver an impactful social media campaign over the winter months to help local people get the right care, at the right time, in the right place.
They wanted to raise awareness of the range of self-care and alternative NHS services available to people to help manage demand on NHS services.
It was going to be a very busy winter with cases of Covid still very high, even two years into the pandemic.
This included encouraging people not to attend A&E unless they really needed to and showcasing where else they could get appropriate support and advice.
Campaign objectives
Develop the strategy campaign approach
Create the graphics and visuals required
Post content, including via paid-for channels
Evaluate the efficacy of the campaign and make proactive changes to the campaign based on these insights
Draft an end of campaign evaluation report
Promote the role of pharmacists and raise awareness of the online options of NHS.uk and the NHS app
Target audience
Cambridgeshire and Peterborough residents
Key groups: commuters, parents of young children, and people for whom English is not their first language
The results
Campaigns like this are not all about clicks - though we were delighted to get close to 700k views of the ad campaign for very little budget.
Not only were we able to connect with local residents and help the 111 number become more fixed in their minds, but we grew the social media channels with quality content that encouraged positive sentiment and awareness of CCG’s role in public health.
The approach
We focused on Facebook and Instagram, developing attention-grabbing visuals and carousel content and with careful targeting to reach the specified audiences over a period of three months.
The three campaigns had distinct objectives: General awareness, Parent communication, NHS app install.
Many of the ads were translated into key languages: Punjabi, Lithuanian and Polish, to complement the ones written in English.
·
-
They grasped the brief, understood the audience and helped us explore new digital ways of engaging with our local residents.
We were very pleased with the delivery of the campaign, which met all our objectives.
Communication throughout the project was excellent. The team were friendly, adaptable, timely and keep the campaign on track throughout.
And the activity enabled us to test the messaging and tailor the approach to existing and new audiences, providing us with valuable insight for the future.
Would we recommend Sookio? Yes very much so!
They grasped the brief, understood the audience and objective of campaign, and helped us explore new digital ways of engaging with our local residents.
We're looking forward to working with you in the future!
Senior Communications Manager, NHS Cambridgeshire and Peterborough CCG