3 655 students learned CPR through social media advertising

Mission

We have a long history with the CPR Council and have worked over the past two years to establish them as experts in their field in Sweden, through digital marketing.

They created the online education Anyone can do CPR, which was the goal for student to take. 

• It's a free 15-minute CPR training online where all you need is a phone, computer or iPad and a pillow.
• In order to spread the word on the education to children and young people, who may end up in situations where CPR can save lives, they wanted to run a campaign on social media.

They collaborated with SIA ice cream - because what motivates young people more than ice cream? Our mission was to set a strategy, implement the campaign and optimize according to results. The goal was to get one school in each province to participate.

The education and interactive session only took 15 minutes to complete, with instructions and discussions after it was a 40 minute class. The participants were to take a picture when they did the education and submit it via the website to compete. 

Strategy

• We created a landing page with instructions and a form.
• Promotional material for all platforms and formats was developed and adapted to the target group (video and image ads).
• A clear message was important to capture the interest of the target group.

The primary target group for the campaign was teachers for grades 4-6 and secondarily parents, older siblings and other students who could refer schoolmates.

The platforms we chose for the campaign were

• Facebook
• Instagram
• Snapchat

We know that the target group is active on these platforms, and Meta is an effective channel to drive relevant traffic from.

Result

The campaign was extremely successful and what stood out the most is the very positive comment section, and the fact that we reached so many of Sweden's provinces.

Setup

We started with reach campaigns to reach as many people as possible in the target group with the message just before the Easter break in 2024.

• The campaign reached over 100,000 users on Meta (FB & IG)
• Snapchat had over 300,000 impressions and 1,238 swipe-ups (equivalent clicks)

After the Easter break, we started traffic campaigns with the goal that as many people as possible would click and read more about the competition.

The campaign generated:

• over 2,700 clicks to the landing page at a cost per click of SEK 2.50
• a reach of just over 91,000 users
• 133 comments, 126 saved ads, 71 shares and 280 reactions

The most important data points that we optimized on in addition to the above parameters were:

• Number of classes participated (did the education and uploaded a picture)
• Where in Sweden they participated from
• Engagement on both organic posts and paid ads

This was a hugely successful campaign that resulted in:

• 3 655 students learned CPR
• 153 classes participated in the competition
• 21 out of 25 provinces in Sweden were represented