The Overview

Local Counselling Centre provide counselling and psychotherapy for people from all walks of life, in a safe, non-judgmental manner. They tasked Click Return with creating a social media campaign that would increase profile visits and enquiries for their low-cost counselling services, as well as encourage user engagement.

Local Counselling Centre’s social media campaign began during peak COVID-19 when there was a great need for improved mental health. We wanted to create content that would give those needing help, a place that they could turn to. So the content had to be relevant, educational and move the needle of conversation.

The Strategy

To reach the client’s goals, we first carried out detailed research that involved understanding their industry, understanding their competitors and trying to ascertain which appropriate hashtags to follow.

The culmination of our research allowed us to put together a list of content types that would spearhead this campaign. With the guidelines in place, we moved into the creation stage. The blueprint of the content that we created had to speak to the client’s brand identity. Colour was an important factor when creating content. With the nature of the client’s business, we wanted to put together content that evoked warm, calming colours.

With mental health at the forefront of this campaign, we put together content that was packed with valuable, comprehensive information. We wanted to ensure that even if the audience didn’t interact with the content, they would at least leave with valuable knowledge. If they found the content valuable, then there would be a better brand recall, if/when they needed counselling services.

We also introduced a paid campaign through Facebook ads to boost the awareness of Local Counselling Centre’s other counselling services.

The key to ensuring whether this campaign reached its goals was through the optimisation stage. This was the stage where after the project had a pulse, and the content was being received, we would look through the data to see how it was truly performing. Based on our findings, we tweaked the content to maximise both awareness and engagement outputs.

For example, through the data, we found that our content was performing better with females. We also found that our content was performing better on Tuesday and Thursday afternoons.

The Outcome

Since working with us, Local Counselling Centre’s social presence has enjoyed a consistent, ubiquitous presence across its social media channels. Across 8 months, here are 4 key facts that we found: