Targeted Paid Social for Midlands Air Ambulance Charity

Paid Social Campaign for Non-Profit, encouraging teachers and students to register for the Midlands Air Ambulance Charity Moguls competition.


Due to our expertise in paid social media advertising, we were given the brief of delivering sign-ups for the Moguls Competition. This competition aimed to help secondary school pupils improve their business skills. 


We ran three ‘bursts’ of digital advertisements, targeting students and teachers in various parts of the Midlands.

Each ad directed the user to a landing page where they were informed about the competition and encouraged to participate. We maintained consistency and identity by using the same creative throughout the campaign. However, for each burst, the landing page and copy were tweaked slightly to maintain interest for those who had already seen the ads.

In the second burst of ads, it was important that we were more direct with the user. To do this, we built a lead generation campaign for the teacher’s audience, something we were unable to do for the student audience due to age restrictions and GDPR.


The campaign on a whole achieved over 1,500 clicks and nearly 600 landing page views.

Ad impressions totalled 1.2 million across the three bursts, reaching 175,000 people.