Half a million people reached during Manchester trial of DWP campaign

A targeted approach making messages personal to the audience has benefited the Department for Work and Pensions in terms of social media, according to an evaluation of its 'Opening up work' campaign.

DWP reached half a million people in the Manchester area with its campaign
DWP reached half a million people in the Manchester area with its campaign

The DWP appointed MullenLowe London to create an integrated campaign to promote Universal Credit last year.

Campaign materials with the slogan 'Opening up work' were promoted across multiple media channels in a trial conducted in the Greater Manchester area in March and April 2016.


Also see: Public awareness of self-assessment leaps following HMRC's 'Inner Peace' campaign


The objectives were to motivate claimants to apply for more jobs and persuade people of the benefits of being on Universal Credit.

Key messages included the new system making you better off in work, opening up more job opportunities including part-time and temporary work, and there being no cap on the number of hours you can work.

Around half a million people were reached through online and offline channels.

An interaction rate measure was included as an evaluation tool, and there were 50,000 clicks to the campaign page, as well as 216,000 video views. Facebook performed exceptionally well and by targeting audiences with case studies, the campaign increased the click-through rate by 24 per cent.

New ‘scroll tracking’ was used to determine the interaction rate of people visiting the DWP’s 'Opening up work' website – which was 41 per cent on average.

Tracking research also revealed that while there was no significant uplift in awareness of the key messages among people already on Universal Credit, there was a positive impact on people receiving Jobseekers’ Allowance – with increases of between 5 and ten percentage points.

Among the things that worked were ‘name checking’ locations or circumstances of people on social media, while the use of Facebook geo-targeting was a tool to build on in the future, according to the evaluation.


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