Mind In Bradford

Mind in Bradford needed to promote their new service, Guide-Line. The service helps people of all ages and backgrounds with their mental health when they need it most. Speaking up about mental health often isn't an easy thing for a person to do, so the approach in the messaging and creative was extremely important.

Mind approached us looking for the best way to build awareness of the new service through paid social media ads on Facebook and Instagram. The challenge was that they could only target specific Bradford locations and only had limited knowledge of running paid ads using the Meta Business Suite.

Often, organisations will set up paid ads and leave them to run for a period of time, without refining and tweaking them. This isn't the best approach to get the most bang for your buck.

The starting point for us was to sit down with the Mind team and really get under their skin and learn about what they specifically wanted to achieve through the creative approach. The ad needed to show compassion and encourage it's audience to use the service. We advised Mind on the best way to achieve the results they wanted by using targeting features such as location, age restrictions and times the ads run.

We decided to use a variety of creative avenues for the ads including video, carousels and static imagery. We created and optimised the ads for each of the social platforms (Instagram and Facebook), ensuring the ad would reach it’s target audience.

The campaign ran for three months. As part of our process, we always keep a close eye on ad performance so we can tweak and refine them regularly to ensure they give optimal performance. There are so many external forces that often mean a campaign doesn't go exactly as planned, so getting forensic with the detail is always what helps us overcome this hurdle.