The Leicester-based digital marketing agency won the Biddable Agency Led Campaign of the Year Award for a successful campaign it delivered for Leicester CCG (Clinical Commissioning Group of the NHS).

It used paid digital marketing tactics to ensure participation from minority and “hard-to-reach” communities for a Leicestershire NHS public consultation for a new hospital.

It was selected as the preferred agency because of its extensive experience of running multi-channel projects across a range of different types of paid media.

Working along with the in-house NHS team, using a mix of marketing tools and additional paid advertising (online and offline) the aim for the campaign was to raise awareness of a new hospital and to ensure survey completions from groups that had been under-represented previously.

It successfully delivered over 13 million ad views during the project’s three-month timeframe, with 32% of all digital survey completions driven directly by paid activities.

The team utilised paid social marketing across Facebook, Instagram and Snapchat to reach audiences, as well as Google ads, YouTube, podcasts and Sky AdSmart.

Ann Stanley, managing director at Anicca Digital, says, “Leicester is a city with a complex demographic make-up and the CCG were concerned that some communities may not get their say in the consultation process.We’re really pleased that our paid digital marketing approach to target these specific minority or “hard-to-reach communities” within Leicester and Leicestershire has been given industry recognition" 

The UK Biddable Media Awards recognises and celebrates strategies, campaigns, teams and individuals that are driving traffic using paid digital marketing techniques.

“Due to the successful delivery of the campaign, we have since been approached to undertake an additional project using a similar strategy to encourage vaccine take-up for COVID," adds Stanley.