Since January 2016, the Department for Communities and Local Government’s social media advertising has been used to support delivery of the government’s priorities of supporting increased homeownership and informing voters of the regional mayoral elections held in May 2017.
As with all government communications, social media advertising is evaluated as part of overall campaign delivery to ensure objectives are met and provides value for money.
Based on independent evaluation of the homeownership campaign activity:
Awareness of the campaign on homeownership rose from 32 per cent to 43 per cent.
As a result of seeing our advertising, 41 per cent claimed to have taken action with 62 per cent reported they are saving for a deposit (up from 55) and 33 per cent said they are likely to use a government home-buying scheme to buy a home in the next 4 years.
Of council tenants who were aware of the Right to Buy element of this campaign, 46 per cent went on to take further action as a result of the campaign. Those reporting they would use the scheme in the next 4 years rose from 26 per cent to 37 per cent.
On the mayoral election campaign:
There was a 15 per cent increase in awareness of the elections among the target audience.
420,000 web page views(www.gov.uk/ourmayor), and 12,000 users engaged and visited the register to vote page to take further action.