Background

The Great Big British Engineering Survey was a social media campaign that ran in 2019. The goal was to gain as many participants as possible to contribute their opinions, experiences and stances on a number of issues across industry. 

 

Aim

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The goal was to create adverts that targeted those who work or have worked in the engineering sector. The advertisements had to appeal to these individuals to encourage them to take the 15 minute survey.

 

Method

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This campaign chose a set colour scheme so that the imagery was consistent and easily identifiable across multiple platforms - Twitter, LinkedIn and Facebook in addition to a website. The target audience included those in Great Britain and so the title was chose so that individuals self-selected for the survey. Additionally, the "Great Big" aspect provided a sense of scale to the participants to encourage more individuals to join.

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Key words and hashtags were selected to target a broad range of demographics for organic growth alongside paid advertising on a small budget. The structure of the media encouraged SEO (search engine optimisation) to ensure that the media would show up in searches, particularly with the abbreviation "GBBES" and link to the survey. 

 

Outcome

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The campaign had a great level of engagement as nearly 200 people took the survey in the first few months.