Highlands and Islands Enterprise
Social advertising campaign
Highlands and Islands Enterprise (HIE) is the Scottish Government’s economic development agency for the region, with a central focus on helping its communities to develop and grow.
The brief
In 2018, the HIE team was keen to know what young people in the Highlands and Islands thought about living in the area. As part of Scotland’s Year of Young People 2018, it commissioned a survey to ask that question, and to find out what opportunities young people felt the area offered.
We were tasked with coming up with a social campaign to drive young people to the survey from HIE’s owned channels.
How we did it
Paid social campaigns were run across the region, categorising by age to reach our target audience. We created bespoke content using a mix of images, copy and animation across Instagram, Facebook and Twitter.
We reached out to relevant third parties and provided them with relevant content to serve to their audiences too.
The results
The results of this long-tailed campaign were positive. Over 3,000 entries were received and we achieved a large and relevant sample from each region of the Highlands and Islands.
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