How I helped the Nursing and Midwifery Council launch their first public facing campaign with paid media support.
Last summer I worked with the Nursing and Midwifery Council (NMC), on their first ever public facing campaign “For Every Pregnancy”.
The What
The NMC’s strategic objectives going forward include public engagement, an aspect of their work they hadn’t explored before. NMC enlisted Studio Texture to conduct audience research and to work up a proposition to launch with - For Every Pregnancy.
The NMC have marketing expertise internally, however they recognised the need for specialised digital support to bolster their campaign’s digital reach and future proof the marketing team through upskilling. My role was to shape a digital marketing plan, forecast results, train the team in how to create this in the future and then set up and run the activity themselves, allowing me to step away after the campaign.
Objectives
Objectives for the campaign:
Maximising Digital Reach: Strategically leveraging digital platforms to ensure the campaign reached priority audiences with maximum impact.
Increased understanding: in pregnant women of what to expect from the midwifery team they meet in their antenatal journey. To reflect all pregnant women’s different experiences and expectations.
Empowering Internal Teams: Transferring essential digital marketing skills to the NMC's internal team, ensuring self-sufficiency for future digital initiatives.
Collaboration
Collaborative Planning:
Strategic Approach: I worked closely with the team to develop a comprehensive digital plan, identifying key audience segments to target and tailoring content formats for maximum resonance.
Skill Transfer Workshops: I held bespoke upskilling sessions about YouTube, paid social and Google ads, empowering the NMC's internal team with the knowledge and confidence to autonomously plan and execute the digital campaign themselves.
The How
Primary Audience: Pregnant Women
The how: to make sure the media plan aligned to the objectives, channels which had a wide reach on the target audience and higher than most dwell time for digital channels were selected.
To find the target audience, segments such as “In-market for Baby Clothes, Baby Furniture and Home Furnishings” were added. As well as interests in folic acid, Baby care and Baby Sling were tested.
Results and Impact
Digital Reach Amplification: Through strategic guidance, the NMC's wonderful campaign achieved outstanding results, surpassing targets across various metrics:
Meta
Meta Video View Rate Target: 2.50%
Result: 77%
Website
Landing Page Views Target: 1,000
Result: 1,610
Video Views
Video Views Target: 75,000
Result: 129,000
Upskilling
Empowered Internal Team: The training workshops proved instrumental in enhancing the NMC's internal team's digital capabilities. Team members gained confidence in planning and executing digital campaigns, fostering a culture of self-reliance.