The brief was to bring awareness to the local population that Bygone Times was reopening. They wanted to spread the message that they have taken measures to ensure they are Covid-19 secure, and that shoppers can visit with the knowledge that they will have a safe shopping experience.
Aside from the Covid-19 messaging, they also wanted to bring attention to their USPs, such as the cafe, the 500+ stalls over 6 floors, their daily opening hours, and their unique and extensive collection of antiques and collectibles.
We decided the best approach to reach our target audience was through a series of Geo-targeted ads on Facebook, and a set of Radio Adverts through Heart FM.
The messaging was to be clear, concise, and positive throughout the campaign. Although it was important that the Covid-19 secure message was present, we did not want this to take the limelight. We ensured that the main focus was always on the USPs, with just a hint towards the Covid-19 secure messaging. The creative assets were to be simple, clear, uncluttered text design.
Heart FM was chosen because it is one of the most popular commercial radio brands in the UK. Heart North West listeners are from a variety of backgrounds, including wives, husbands, parents and professionals, who enjoy shopping, going out and having fun. Alongside being based around Lancashire, Cheshire, Manchester, and Merseyside, this made Heart North West listeners the perfect target audience for the Bygone Times.
The Facebook ads were all geographically targeted within 25km of Chorley, and were targeted to adults aged 25+ with interest targeting that suited the Bygone Times brand. Alongside the targeted ads, we posted organically to the Facebook and Twitter feeds, which supported paid ads throughout the campaign. The results from these ads were over 1.8 million impressions, with over 20k clicks and more than 90k engagements.