Our solution needed to align to audience interest, generate conversation, drive traffic to the website and enable us to gather rich data for future planning.Social Media was the perfect environment for this, enabling us to identify those with a clear interest, deliver the message in an engaging way and provide a direct link to the rich content on offer at Kudos. The strategy encompassed both LinkedIn and Facebook where we knew our audience were present.
We had established in our research that we needed to help the audience feel empowered, understand the actions they could take and have the confidence to join the conversation. We took this insight and developed five iterations of copy to showcase how the Kudos Climate Change Knowledge Cooperative delivered against each of these needs. The variations in copy enabled us to test and learn within the campaign and optimise towards the most effective message as the campaign progressed.
With objectives of reach, engagement and data harnessing we employed three different formats with our strategy:
● Single image ads – to deliver against our priority of reach, raise awareness of the new platform and align audience need and the platform solution
● Carousels– to showcase key research projects and drive engagement
● Story polls– to give our audience a chance to voice their opinion, feel included, connect to our mission, and provide valuable insight into what is important to them
The user journey was carefully considered, and a bespoke landing page was set up to showcase key research and enable the audience to search for content relating to their area of interest.