Amplifying Pedestrian Safety With LLRRSP & Exploring TikTok Ads

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In today’s fast-paced world, ensuring pedestrian safety remains an important concern. To address this issue, the Leicestershire and Rutland Road Safety Partnership (LLRRSP) embarked on a campaign with effect that sought to amplify awareness of pedestrian safety in the Leicestershire and Rutland area. This blog post delves into the campaign’s objectives, strategies, and learnings, shedding light on LLRRSP’s use of TikTok alongside other advertising platforms for their cause.


Campaign Objective: Promoting Pedestrian Safety

The main goal of LLRRSP’s campaign was to raise awareness of pedestrian safety in the across the county. Recognising that their target audience included both pedestrians and vehicle drivers, the campaign took a two-pronged approach creating niche messing for both audiences depending on if they were in the city or the countryside. It aimed to resonate with pedestrians navigating busy city streets and those enjoying rural countryside walks. We crafted messages and content designed to capture the attention of all vehicle drivers.

This campaign marked a significant milestone for LLRRSP as it marked their first TikTok campaign. Their objectives for TikTok were clear: to test the effectiveness of TikTok for LLRRSP’s campaigns and to assess TikTok’s potential as a suitable platform for future campaign messages. 


The Strategy: Dividing and Conquering

To effectively reach the entire target audience, we divided the campaign into two distinct groups: drivers and pedestrians. The campaign was ran on multiple platforms, including Meta (Facebook & Instagram), Google Ads, and TikTok. The target demographic was people aged 18 to 65 years, with no gender bias in the targeted area. To target the vehicle drivers specifically, we added several motorist-relatedterms to filter out non-drivers.


Key Learnings: Delay for Impact

One of the most insightful learnings from the campaign was the decision to stagger the release of content. After putting the first two routes live, we opted to delay the release of the remaining two routes by two weeks. Making this decision resulted in a 27% increase in Thruplays from the previous week. The delayed release allowed LLRRSP to maintain audience interest and sustain their message’s relevance throughout the 6-week run. (See graph below, second routes went live W/C 31st July)


TikTok: A Cost-Effective Platform for LLRRSP 

The use of TikTok for this campaign created some interesting insights. TikTok’s cost per thousand impressions (£2.98) was found to fall between that of Meta (£3.76) and Google Ads (£1.91). While TikTok’s targeting options were somewhat limited compared to the other platforms, primarily only allowing targeting to get as specific as England, it delivered a cost per impression that was 26% lower than on Meta; whilst still offering a richer form of media than Google Ads. This suggests to us that TikTok was a cost-effective platform for LLRRSP campaigns. The potential cost savings make TikTok a platform worth considering for upcoming promotional efforts despite the limits on geographical targeting; we hope these limits will expand in the future. 


Conclusion: LLRRSP’s Innovative Approach to Pedestrian Safety

In summary, LLRRSP’s campaign to amplify awareness of pedestrian safety showcased a willingness to explore new platforms with effect. By targeting both pedestrians and vehicle drivers across diverse landscapes, we effectively communicated the importance of safety to LLRRSP’s local audience. LLRRSP’s use of TikTok in the industry serves as an example of how road safety initiatives can leverage a variety of platforms to reach and impact a wider audience.