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Understanding The Challenge
The Oil Field Files campaign needed to drive e-petition signatures to oppose North Sea oil exploration. With a modest budget of just £5,000, we needed to maximise every pound spent while achieving conversion rates that would make a meaningful impact on the petition numbers. The campaign had to cut through in a crowded advocacy space.
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Our Approach
We developed a creative advertising strategy combining compelling video production with precise audience targeting. Working in partnership with Wild Card PR for communications, we focused on reaching people most likely to take action rather than simply maximising reach. Every element of the campaign was optimised for conversion rather than vanity metrics.
Capabilities Deployed
- Creative Advertising
- Paid Media
- Campaign Strategy
- Video Production
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Learnings From Project
This campaign proved that effective advocacy doesn't require enormous budgets. By focusing ruthlessly on conversion over reach and optimising creative for action, we achieved results that outperformed much larger campaigns. The partnership model with Wild Card PR also demonstrated the power of combining specialist skills.
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