Developing Paid Social and OOH Campaigns for Solihull Active

Brief

Discover how we partnered with Solihull Borough Council’s Solihull Active team to get Solihull moving.

Challenge

Following a successful launch campaign in January 2023, Solihull Borough Council’s Solihull Active team challenged us to deliver three additional campaigns strategically spread throughout the year to promote their ‘On The Move’ campaign.

Solihull On The Move aims to inspire healthier, happier, and more sustainable communities through moving more, more often. With that in mind, our challenge was to spread the message to different age groups across Solihull via paid social and out-of-home (OOH) campaigns, using strategically written copy alongside activity-inspiring creative.

Solution

With an entire community to reach, every element of our paid social and OOH campaign had to target, and cater to, audiences of all ages — from as young as 13 to as old as 65+.

Starting from scratch, we reached out to members of the local community, bringing them together for a content shoot that focused on capturing empowering images of individuals and groups taking part in a variety of physical activities.

From outdoorsy activities like cycling and walking to indoors-based ones like swimming and the gym, this gave us plenty of creativity to build a campaign around.

Audience targeting focused specifically on residents living in the Solihull area, and as each campaign developed throughout the year, we built out different audiences for different ages, including physical and non-physical interests to tap into the more — and less—active members of the community that the campaign is designed to reach.

Impact

Across just four monthly campaigns in 2023, our paid social ads were seen nearly 2 million times by over 325,000 Solihull citizens, generating over 13,000 clicks through to the website to learn more about the activities on offer and raise awareness of the campaign.

Engagement with the ads was strong, with the May campaign achieving a high click-through rate of 7.02% — which is significantly higher than the Fitness industry average of 1.01%. At the same time, a low cost-per-click of £0.46 is far less than the Fitness industry average of £1.50. 

Our OOH campaigns ran during January and June/July, generating 2,781,932 impacts across both campaigns.

Overall, our campaigns drove over 27,000 users to the website — that’s 13% of the entire population of Solihull — 32% of which came directly from our paid social ads.