The brief:

The Ambition AXA Awards were launched to find talented 11 to 18 year-olds who deserve an opportunity to shine.

In order to engage this very specific age group, we were tasked with developing a social media strategy.

The activity:

Following a detailed social media audit, a programme was crafted for both ‘earned’ and ‘owned’ social media channels.

A major element of the ‘owned’ social media activity was Facebook, due to the use of the platform by the target age group.

Starting from scratch, a community of more than 2000 youngsters has been established thanks to a combination of original and curated targeted sourced especially for them.

The results:

Not only has a vibrant community been established, but it has also become the biggest referrer of traffic to the awards applications page at www.AmbitionAXAAwards.com.

Additional results / insights are available upon request.

Check out the Ambition AXA Awards Facebook page here.