To increase the recruitment of On-Call Firefighters for Surrey Fire & Rescue Service – we devised a strategic social media campaign.
We created a suite of cohesive and branded assets that included: Short looping & eye catching videos, animated content, an information pack for online & print, Ad Banners, Website Banners & map graphics.
The goal was to drive people to sign up to the “Have a Go Days” at local fire stations. Once signed up, the campaign strategy was to then direct people to download the information pack for further information and to fill out an application form when ready
For this campaign we conducted extensive research to understand what was resonating currently on social media. By analysing current trends, successful campaigns, and audience engagement, we identified key content strategies that were driving attention. Simple but effective editing techniques that are visually appealing such as match cuts, seamless transitions and clever graphic cut ins are incredibly popular on social media.
By incorporating these techniques into our assets for Surrey Fire and Rescue Service, we ensured the content was dynamic, visually appealing, and aligned with the fast-paced nature of social media, making it more likely to stand out in crowded feeds.
We utilised the stills and footage provided by our client to craft visually striking, cohesive content that was fully aligned with their brand. Through thoughtful design and animation, we transformed these assets into polished, engaging visuals that captured the viewer’s interest.
We developed over 20 distinct assets designed for seamless rollout across social media platforms. This strategy ensured a consistent presence in viewers’ feeds, increasing the likelihood of engagement as the audience became familiar with the content. By presenting the messaging in various formats, we reinforced the key themes and boosted recognition, ultimately driving higher levels of interaction and creating a stronger connection with the community we were seeking to reach.
After creating the content, we launched the campaign across Facebook, Instagram, YouTube, and TikTok, selecting these platforms based on their ability to effectively reach the target audience for the recruitment drive.
Throughout the campaign, we closely monitored engagement metrics, performance stats, and ad spend, using data-driven insights to optimise results. We kept our client informed with regular updates and actionable recommendations, while continually refining the targeting strategy to drive more applications from underrepresented groups. This approach ensured the campaign reached its full potential and delivered maximum impact.
Increase in applicants vs previous year.
Website visits in month 1 vs previous year.
" For Eventbrite the first two (have a go days) are fully booked and the second two are at about 50%!"
