Case studies

Tasmania Fire Service

Always striving to improve on results for our clients, we examined an existing CorComms campaign, refocussing its potential and improving delivery of bushfire protection plans to Tasmanian communities.

The Brief

With the approach of the 2019-2020 bushfire season, CorComms reviewed their existing TFS Facebook campaign targeting the various geographically focused Community Bushfire Protection Plan (CBPP) areas. In light of recent changes to the Facebook advertising model, we identified an updated and improved approach which better controls delivery of the advertising to the identified CBPP communities, making the campaign and its budget allocation more efficient.

The Strategy

We ‘dropped a pin’ on all the identified locations within an Area Map to narrowly target the nominated areas, improving efficiency and reducing the overall total audience without wasting advertising delivery to locations outside the CBPP areas. We then assessed the updated audience sizes and applied our Cor Comms advertising formula to determine the optimal Facebook media spend.

CorComms optimised the frequency of delivery of the advertising to the target audiences. Previously, some locations received well above optimal frequency for a campaign (1.5 impression per week, 3 impressions for a two-week campaign), leading to wasted impressions. Better managing the frequency of delivery to all CBPP areas decreased expenditure and reduced the total number of impressions delivered without negatively impacting on campaign effectiveness.

Two two-week flights (one in October 2019 and one in January 2020) were delivered to the identified CBPP areas, as opposed to previous years in which the first flight was delivered to the CBPP areas and the second flight to a generic state-wide audience. This revised approach provided the opportunity for our key CBPP area target audiences to be more engaged with the campaign.

The advertisements were delivered into the target audience’s Facebook newsfeeds, marketplace, stories and instant articles (articles that they access through Facebook) on desktops and mobile devices. Newsfeed advertising produces good engagement levels because of the “less invasive” advertising style, appearing in our target audiences’ feed as a ‘Sponsored post’. Each advertisement was linked through to the TFS CPP web page to enable prospects to easily access and review their local CBPP.

Key Performance Metrics

The Community Bushfire Protection Plan Facebook Campaign performed exceptionally well, generating a total of 14,044 website visitors (via link clicks).

The campaign also had incredible levels of awareness and engagement, reaching 93,888 people and delivering 448,687 impressions with a massive total of 25,536 clicks at a combined click-through rate (CTR) of 5.69% – which is more than 6 times the industry standard of 0.90%. The most engaged area was Margate with a 11.65% CTR, with the least engaged area being Cranbrook with 1.75% CTR – still almost two times better than the industry standard.

14,044 WEBSITE VISITORS, 47% DECREASE IN BUDGET, 42% INCREASE IN RESULTS.

This result, due to the refined strategy, was an incredible improvement on last year’s (still very strong) results with an almost two times improvement to the CTR from 2.90% to the 5.69%. This resulted in 14,044 total results (website visitors) compared to 9,860 the previous year for almost half the spend – $3,820 vs $7,249. This is a 47% decrease in budget, for a 42% increase in results.

So what’s next? Schedule a free strategy session.