Crimestoppers campaign leads to two physical arrests of featured suspects

Crimestoppers selected us from seven other agencies and tasked us with delivering a mini “week-long” campaign.

The goal: to encourage visits to their site, encourage the public to come forward with information and raise awareness of the tenth anniversary of the “Most Wanted” initiative.

Further’s strategy was to utilise Crimestoppers’ gallery of suspects in a Facebook advertising campaign. By having regionally-targeted ads, we could feature those ‘Most Wanted’ who were known to be last seen in, or from a specific area.

This proved be very effective.

14 different ads were created and tested – some with generic messaging, others with the regional targeting . This approach allowed us to see which type of ad had the most influence on visits, conversions and cost per click (CPC). Each ad was monitored day by day and the campaign optimised to ensure it made optimum use of the very limited spend.

• 1.3 million people reached on Facebook
• 70,000 engagements on the gallery (likes, comments and shares)
• 40,000 referrals to the website at £0.07 per click
• Six people gave information to Crimestoppers which led to two physical arrests of featured suspects
• Campaign was a double finalist in the European Search Awards 2016.