Serco
Proving the local value of public service delivery to policymakers
Serco wanted its socio-economic impact report in front of the people who shape policy. The report shows Serco adding £2bn to local economies and supporting 39,000 jobs across the UK, and the brief was to reach MPs, policymakers and the wider public with the case for how government procurement can support growth and good jobs.
MessageSpace delivered one campaign across five channels, using X and programmatic display for scale and the Westminster titles for engagement. Paid social on X reached 1.45 million unique users at an average frequency of 5.68 and drove over half of all campaign clicks, while programmatic across UK news delivered 3.77 million impressions at a 0.85% CTR.
Display on PoliticsHome achieved a 2.55% CTR, the highest of the campaign, with ConservativeHome running through Conservative conference. Five daily LabourList newsletter sends from 22 to 26 September achieved a 36% average open rate. The result was a 0.56% blended CTR across X and display, against an industry benchmark of 0.10%. Every element was planned, bought and optimised end to end by MessageSpace.
Key Results
- 0.56% blended CTR, more than five times the 0.10% industry benchmark
- 12,097,742 total impressions across all channels
- 68,577 total clicks across all channels
- 1.45 million unique users reached on X
- 2.55% top CTR on PoliticsHome
- 36% average open rate on the LabourList newsletter