First Cymru

An award-winning paid social campaign that made bus tickets go viral amongst Swansea’s student community.

The Brief

Every year, First Cymru promote the student term and yearly passes for their award-winning First Bus Swansea University services. But when a competitor arrived on the scene offering similar routes and services, First needed to protect their market share by encouraging the uptake of ‘season tickets’ amongst students.

The Concept

After profiling Welsh students and identifying social media as a key channel to reach them, we created a highly-targeted paid social media campaign by combining in-depth audience insight with more traditional offline techniques. Clever targeting, coupled with an enticing offer, delivered truly staggering results.

The Results

For a Uni with over 13,000 full-time students, achieving 12,500 click-throughs from Facebook indicated that the campaign went viral amongst Swansea’s student community. We saw a 1,320% increase in m-Ticket app revenue YoY and a 4,400% in-app ROI too. A massive £1m of tickets were sold, the competitor cancelled its rival service, and on top of that, we took home a Performance Marketing Award for ‘Best Travel & Leisure Campaign’.

12,500 clicks
1320% increase in revenue

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