-
1000+
Applications
-
95%
of all applications generated were deemed highly credible
-
147k+
display advertising impressions
Goals.
Our client, Lancashire Constabulary, needed to find effective and measurable new strategies to generate applicants from the BAME and Eastern European communities.
Challenges.
Due to negative preconceptions of the Lancashire Constabulary, driving applicants from BAME communities was challenging, and the constabulary had little success. They wanted to acquire degree-qualified applicants from these communities for specialist constabulary roles.
Solutions.
We curated an online, two-element display campaign which served targeted adverts to degree holders within the BAME, Chinese and Eastern European communities aged 30+ years of age.
We used our prolific first-party data and proprietary mosaic audience profiles to serve our adverts in specific postcodes where the BAME, Eastern European and Chinese communities are dense, ensuring we served only degree holders within those areas. We designed the creatives with specific calls to action.
The campaigns ran for just twelve days to generate quick results and disruptive impact, and the advert placements were premium positions to garner high visibility.
REACH
Our innovative Reach solution was the first half of our display campaign, where adverts were targeted and served across credible, reputable websites with high traffic and engagement rates to drive clicks through to Lancashire Constabulary’s website, where online conversions were tracked by ourselves, enabling us to measure the response for our client.
RECALL
We served our Recall adverts to online users who had previously interacted with the Reach adverts yet had not taken any action online. Retargeting is a strategic element of our display advertising campaigns, as it increases conversions by bringing users back to the advertiser’s website and nurtures them further down the conversion journey funnel.
Results.
Our client’s campaign drove 1063 applications – of which only 61 didn’t meet the criteria – 681 were for detectives and 321 for constables. Lancashire Constabulary were thrilled with this result. We are currently working with our client on more advertising campaigns.
Don’t take our word for it… Here’s what our client had to say:
Our campaign was so effective that we reduced future spending by reducing tactics which proved less impactful than the one designed by LOCALiQ.
We will work with the team again on future marketing campaigns – they provided an excellent service.
Hayley Wallis,
Marketing Lead, Headquarters Media and Engagement
Proven results.
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