Penny Woods, the Strategic Lead – Programmes at Energise Me (formerly Sport Hampshire & IOW) asked us to run a campaign to engage inactive 16 to 25 year olds living in Hampshire.
Our main objectives were to engage inactive 16 to 25 year olds in Hampshire and get them active.
What we did
First of all we collected details of 1000+ activities taking place each week across Hampshire who were willing to offer their first session for free in order to attract more people.
As this is such a hard audience to engage we needed to test a range of approaches to find one that was successful.
First we set up an activity voucher site where young people could search for a free activity voucher themselves. This was based on insight about this group which showed that they wanted to get something immediately, and that they wouldn’t wait for us to manually send them the information they wanted.
We ran Facebook ads based on Sport England’s Youth Insight report to promote this fantastic offer. The ads were very effective, and drove an enormous amount of traffic to the site.
However the voucher site turned out not to be effective at driving sign ups with this age group. We conducted qualitative market research and identified that they struggled with choosing an activity to try. They felt overwhelmed and would leave the site without downloading a voucher.
We then set up a more traditional style of campaign – with a landing page where the young people could register their details (email address, postcode, day and time they are free and activity they’d like to try) and we then manually found them an activity to try and emailed them a voucher. This turned out to be a much more effective approach, with more than twice as many people registering.
We followed up with everyone via an automated email follow up to support people in getting and staying active long term.
- 168 16 to 25 year olds registered
- 37% of people were completely inactive at registration
- Another 50% of people were insufficiently active at registration
Facebook Ad webinar
If you’re interested in learning more about how to use Facebook Ads to engage inactive people from hard-to-reach groups then you can sign up for our free webinar. In it we’ll cover these steps in more detail and give you a step-by-step guide to setting your ads up.