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.
Hayley Smith, Marketing and Communications Manager, Mind in Bradford
Xpand ran an engaging social media campaign to promote our mental health help-line Guide-Line. A big thanks to Fran for the smooth running of the campaign and the impact this has had on raising awareness of our free services.
4,338% increase in page views in 3 months
After three months of running Meta ads, the Guide-Line campaign was a huge success with over 185,000 video plays, 26,022 results from the ads and 4,338% increase in page views.
Their goal was to raise brand awareness, and that's exactly what they got.
Mind in Bradford continue to work with us on a variety of services to help raise awareness of their amazing work.