Using Facebook to reach a target demographic
HMRC
Branded Facebook apps rarely deliver the traffic they promise. But the apps we developed for the HMRC have been used over 30,000 times. Top marks all round.
And what is more, because we’re able to target specific demographic groups when we promote them, and then track the demographics of end-users, we can be confident that the audience we wanted to use these applications (UK students) are the ones using them most.
The first app we developed for HMRC was, at it’s height one of the 10 most popular apps in the UK in terms of weekly downloads.
Analysis of our Facebook activity combined with Google analytics of our destination site and the numbers exposed to our offline activity, has helped us estimate that our work has been seen by over 40% of UK students in each campaign we’ve carried out for the HMRC.
