Bombardier
A paid-social activation plan for Ireland, dated 30 July 2020: £500 of spend, eight posts, four weeks, run through an existing UK account rather than a new Irish one, and targeted at named political and industry stakeholders.
Objective
The plan, dated 30 July 2020, has a single stated objective: build Bombardier brand recognition in Ireland, following the corporate messaging on Bombardier's position as a global market leader in rail transportation with a focus on environmental solutions.
That is a stakeholder-awareness objective, not a sales one, and the plan is built accordingly; the audience is the people who decide about rail in Ireland, not the general public.
Promoted social advertising against a tailored stakeholder list. Two decisions in the plan are the interesting ones.
- No new Ireland account. The activation runs through the existing @BombardierR_UK account and its 7,000+ followers, rather than standing up a separate Irish handle from zero. A new account would have started with no audience, no history and no credibility signal at exactly the moment the campaign needed all three.
- Follower-lookalike targeting. Rather than guessing at interest categories, the plan targets audiences resembling the existing follower base and points them at political and industry stakeholders, TDs, media and journalists.
The remit was to draft the posts and produce the creative.
The media plan
The plan is costed and paced in the document. £500 of ad spend across a four-week campaign, against a working assumption of roughly 25,000 impressions per £100. Eight posts, each with a graphic, four published in week one, four more after, with spend then weighted towards the best-performing four. A review was scheduled for the end of August.
It is a small budget deliberately used as a test: publish a first wave, read the performance, and put the remaining money behind what worked rather than spreading it evenly across all eight.
The media plan
The plan is costed and paced in the document. £500 of ad spend across a four-week campaign, against a working assumption of roughly 25,000 impressions per £100. Eight posts, each with a graphic, four published in week one, four more after, with spend then weighted towards the best-performing four. A review was scheduled for the end of August.
Results
£500, planned ad spend across the campaign
The work
