We have been working with Zenos, one of our longest standing clients and the UK's largest provider of IT Apprenticeships for a number of years now. In order to attract learners for their new intake, this year they wanted to move away from a traditional marketing strategy, and instead use a mix of both on and offline media resources in order to better reach the 16 to 24 year old audience and to have a greater impact on ROI. We have been using Facebook ads and other online activities with increasing success over the last three years – and earlier this year were given the go ahead to implement a social media strategy to drive applications for the latest intake campaign.
With the target audience and the client's newly created digital assets to work with, we created an integrated solution that mixed mobile banner, SMS geo-advertising, targeted Facebook ads, a mobile sign up website, bespoke Apps & Spotify audio ads. Coupled with time spent engaging with both new and potential students across social media platforms, this has enabled us to get the message out there more powerfully than ever before – but without any significant increase in overall spend. The creative execution has seen a number of specially produced videos used as the basis for online activity across many different platforms and sites.
We enabled the client to monitor the process of the campaign by integrating our analytics with Salesforce; Zenos's CRM. This relayed data back to Zenos HQ, giving them full visibility. The results have shown a dramatic increase in response compared to the channels used previously. In just four weeks we've managed to increase the number of active users on Zenos's Facebook profile by 104%; engagement is looking good with comments up by 260% and visits have increased by 114%. What's more is that traffic to Zenos.com year on year has grown by a massive 400%. Over the course of the most recent campaign we've seen traffic grow by over 70%, with 78% of referral traffic coming from Facebook.