Summary

Promoting a digital event for the National Forest for Wales through YouTube ads, Google Display ads and reaching out to a database of BAME and local community groups.

Objectives
  • To raise awareness of the National Forest of Wales
  • Encouraging attendance at the online events.
Results
  • Our digital ads and community outreached resulted in over 500 people signing up for the event.
  • The YouTube and Google Display ads generated over 750,000 impressions.
  • The ads drove over 3,500 link clicks through to the registration website.
  • We actively engaged with 70 community groups about the event.
  • By reaching out and posting in community groups, we had the potential of reaching almost 200,000 groups members.
539
people signed up for the event
752,487
digital ads impressions
3,506
clicks to the website
199,054
members reached across 70 community groups
How we did it?

We created Welsh and English adverts across Google Display and YouTube to raise awareness of the National Forest of Wales with the ultimate goal of encouraging attendance at the online events. The adverts were targeted at people across Wales with an emphasis on cities, young people and older people.

The ads generated over 700,000 impressions, with 3,500 clicks to the sign-up page of the events.

To engage with key stakeholders of this campaign - local communities and under-represented groups such as black, Asian and minority ethnic - we used Facebook groups to promote the National Forest of Wales event at a grassroots level. We engaged 70 community Facebook groups, including 17 from underrepresented communities. The combined following of the groups reached was 199,054.