{"id":521,"date":"2020-11-10T14:53:44","date_gmt":"2020-11-10T14:53:44","guid":{"rendered":"http:\/\/shayonil.sg-host.com\/?p=521"},"modified":"2021-08-19T09:43:10","modified_gmt":"2021-08-19T09:43:10","slug":"freeyourmind-back-to-school","status":"publish","type":"post","link":"https:\/\/lynn.global\/freeyourmind-back-to-school\/","title":{"rendered":"#FreeYourMind Back to School"},"content":{"rendered":"\t\t
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higher engagement than industry average<\/div>\t\t\t
\n\t\t\t\t<\/span>\n\t\t\t\t0<\/span>\n\t\t\t\tx<\/span>\n\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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South East Londoners reached<\/div>\t\t\t
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engagement rate<\/div>\t\t\t
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clicks to the FreeYourMind hub <\/div>\t\t\t
\n\t\t\t\t<\/span>\n\t\t\t\t0<\/span>\n\t\t\t\t<\/span>\n\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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#FreeYourMind <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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  • \n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t<\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\tClient: NHS South East London CCG<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t
  • \n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t<\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\tAugust - September 2020<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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    WHAT SERVICES WE USED<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    • \n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t<\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\tResearch & insights<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t
    • \n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t<\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\tAudience mapping and segmentation<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t
    • \n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t<\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\tCampaign management<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t
    • \n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t<\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\tWeb and digital content creation<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t
    • \n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t<\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\tDigital marketing and paid social<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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      The brief<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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      As anxiety peaked ahead of a return to school following national lockdown, we were briefed to drive awareness of mental health services in south east London among children and young people, as well as their parents and teachers.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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      Outcomes<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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      An extension of the successful #FreeYourMind mental health campaign, the \u2018Back to School\u2019 offshoot achieved engagement with key audiences:<\/p>

      • We reached 307,945<\/strong> south east London residents<\/li>
      • The campaign generated a 2.25% engagement rate<\/strong>\u00a0\u2013 almost\u00a0three times higher than the industry average<\/strong>\u00a0 for healthcare content (0.8% Rival IQ)<\/li>
      • In a matter of four weeks,\u00a0we drove over 3,000 conversions<\/strong>\u00a0to the main #FreeYourMind hub<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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        WHAT WE DID<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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        We mapped core audiences for this campaign and diagnosed their influences, motivations and barriers ahead of returning back to school.<\/p>

        Using behavioural frameworks and insights gathered during our audience mapping, we developed a campaign strategy to deliver maximum impact, and one that would move our audiences from intent to action in taking up key resources and services. We used data insights to inform channel mix and created a cost-effective social media strategy.<\/p>

        We developed salient messaging and creative assets that were personalised and targeted so they would stand out in crowded social media newsfeeds. We undertook testing at pace to identify what works, what doesn\u2019t \u2013 and why.<\/p>

        The results of the test phase informed campaign activation, and we revised assets and messages to ensure they were optimised for success. We then rolled out into a month-long digital campaign on Facebook, Instagram and YouTube, with a paid social budget to drive traffic and generate conversions to key calls to actions and services.<\/p>

        This case study was written by Shayoni Lynn, Director at Lynn PR.<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

        As anxiety peaked ahead of a return to school following national lockdown, we were briefed to drive awareness of mental health services in South East London among children\/young people and their parents and teachers. <\/p>\n","protected":false},"author":4,"featured_media":893,"comment_status":"closed","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[7],"class_list":["post-521","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-work","tag-nhs-south-east-london-ccg"],"yoast_head":"\n#FreeYourMind Back to School - Lynn<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/lynn.global\/freeyourmind-back-to-school\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"#FreeYourMind Back to School - 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