St John Ambulance

St John Ambulance is a leading UK charity, providing first aid support at events, as well as training, advice and products. Formative worked with St John Ambulance to help boost awareness of and bookings onto its workplace mental and physical health training courses, which are crucial revenue generators that enable its charity work.

The Solution

Our campaign – Make The Biggest Difference – focused on the difference first aid knowledge can make in the workplace, and was targeted towards key decision makers in St John Ambulance target sectors. It was centred around a LinkedIn Live event, where experts and people from companies with St John Ambulance trained first aiders discussed the importance of workplace first aid.

We followed a content-led approach, using gamification, soundbites, and written content to promote the event, and drive traffic to the course booking site. These were amplified using an organic and paid social media strategy across several platforms.

In addition, PR activation and display advertising within selected media helped further the reach. Content from the event was also used to create additional assets to target the audience and maintain campaign momentum.

The Outcome

Together the event, content, PR and advertising drove a large number of St John Ambulance target audience directly to its course booking site.

In the space of two weeks more than 600 people signed up to the event, giving St John Ambulance a solid list of potential leads to follow up with.

Discussion during the event was lively and engaged, with many people reinforcing the core messages and highlighting the crucial role St John has played, helping build positive brand sentiment with the audience.

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1,000+

new LinkedIn followers

518,131

total impressions

10,451

clicks

28%

open rate on PR sends and 11% CTR

Services

Content, PR, Social media, Strategy, Animation, Campaigns, Video

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