Targeted solutions for digital campaigns

Need inspiration for your campaigns? Find hundreds of award-winning examples in the COMMS:FILES. And if you need to target a national public health campaign to people locally, find more help here.

Targeted solutions for digital campaigns


“The beauty of digital is three-fold. Firstly, you can target audiences specifically using channels and devices they favour. Secondly, you get instant data to measure and evaluate performance. And thirdly, you can use that data to change course if necessary. For my clients, it means better value for money and stronger outcomes.”

Paul Morris, Head of Lambeth Communications
Are your council campaigns reaching the right audiences?

Whether you want to inform local citizens about changes to services, encourage them to give their views, or promote behaviour change, CAN has the know-how to find the people you want to target online and on social media with CAN Citizen Reach™.

We target specific demographics (like age, sex and ethnic background), geographic locations and personal interests that match the groups of people you want to reach with your council campaigns – especially effective for those harder to reach in more traditional ways, like through print advertising and on outdoor media.

Most residents are online: if not on a PC or laptop, then almost certainly on a smart tablet or mobile phone. Now council services are shifting online too, citizens are interacting with you digitally. Which is why digital is so powerful. The average person in the UK spends more than 24 hours a week online; one in five adults spends as much as 40 hours a week on the internet.

With budgets to local authorities decreasing year-on-year from central government, it’s more important than ever to have a clear picture of your residents and their behaviour to help with service planning for the future.

How does Citizen Reach™ work?

Your campaign message is displayed as a digital advert on websites and/or social media channels and citizens click through to the relevant page on your council website to view the call to action and more information.

The sites your campaign ads appear on are determined by anonymised data profiles of individuals’ browsing habits (‘programmatic advertising’). This ensures your messages reach the specific groups of people you want to target. (Take a look at our webinar on programmatic advertising.)

Unlike traditional forms of advertising, with digital CAN will also keep monitoring your campaign as it’s running to determine which messages, creatives and channels are working best, and tweak the campaign to get the highest performance for the lowest cost.

CAN also gives councils access to the anonymised data that’s collated to help you better shape your services for the future, improving delivery and cutting costs.

Take a look at these case studies on how Citizen Reach™ has helped councils get campaign messages out.

What do you get from us?
  • Human interaction: our team will talk through your campaign aims and who you want to reach.
  • Digital action plan: details how we’ll target the right people via online and social media advertising.
  • Quick turnaround: we get your campaign up and running as soon as you give us the green light.
  • Flexibility: we’ll focus your campaign more online, or more on social – whatever fit is best for you.
  • Safety: our in-built filters and constant monitoring mean your ads won’t appear on inappropriate websites. Read more on our blog on programmatic advertising and safety.
  • Monitoring: we’ll optimise the best-performing creatives, times, media and formats.
  • Nudge: we re-target people who have shown an interest in your campaign but not yet engaged.
  • Data consent: our technology has compliance automatically covered for GDPR and other regulations free.
  • Up-to-date dashboard: access to easy-to-read information on statistics, updated weekly, via the Google Data Studio, so you can track the progress of your campaign.
  • Results: an in-depth, end-of-campaign report including detailed breakdowns of the audience reached, plus all final statistics on impressions and click-through rates.

To help you get the most from your comms budget, CAN is able to pool the spend of individual councils into one pot of money to secure more digital advertising space for all, when a number of authorities run campaigns at the same time, on a similar theme. Find out how you can ‘share to save’. 

We will come up with a digital solution to help you reach the right audience with your messages. 

Here’s a useful guide to the digital and social media artwork specs we use.