We carefully targeted ‘Janes’ by building Custom Audiences of parents with similar likes and interests; current Aviva customers (who would be warmer to an Aviva message) and used Facebook data to build further lookalikes of our customers.

The content was distributed on Twitter and YouTube to drive further reach and direct people back to the hub.

The best performing posts were monitored and were then taken forward to each week to appear alongside a new piece of content.

In just 4 weeks the campaign delivered 12,256 donations, and driving more than 300 leads for long term donors (via monthly direct debit).

With less than £250k Aviva successfully reached 70% of families in Middle England with Take 5 and the Railway Children.

The average CTR was 355% higher than Aviva’s benchmark, and the video ad engagement peaked at 8 times the average.

Facebook proved the perfect medium to raise awareness of the campaign and spark conversation. 75,000 took action and 83,000 engagements were achieved.

Over the campaign period, nationwide awareness of the Railway Children doubled.