1.8 million social media interactionsPublic administration services · Not disclosed
Case study
How a viral campaign reached 85 million impressions in 21 days
We ran a multichannel campaign on Facebook, Instagram, TikTok and YouTube for a client in public administration services. It delivered 85 million impressions, 3 million reach and 1.8 million interactions in 21 days, and shares and comments strengthened the viral effect.
FacebookInstagramTikTokYouTubeNot disclosed
85 million
impressions
3 million
unique reach
1.8 million
interactions
- Industry
- Public administration services
- Market
- Not disclosed
- Channels
- Facebook, Instagram, TikTok, YouTube
- Period
- 21 days
The client and the goal
The client works in public administration services. We keep the name private. The campaign ran on Facebook, Instagram, TikTok and YouTube, and the results below are shown as reported.
The goal had two parts. The client wanted wide reach and, at the same time, a high level of engagement and real user activity.
The challenge: reach that people react to
Advertising campaigns often generate reach that does not turn into real interactions. A large audience on paper says little if people scroll past.
The client wanted a campaign that people would react to, comment on and share. That meant the creative, not only the media plan, had to do the work.
What we did
We built the campaign around dynamic content and formats adapted to each platform. Four workstreams carried it.
Personalised messaging
We used different creative formats for different age and interest segments, so each group saw a message that fitted it.
A multichannel campaign
We ran activity on Facebook, Instagram, TikTok and YouTube at the same time. The channels worked together as one multichannel programme, supported by Meta Ads, TikTok Ads and YouTube Ads.
Video against static creatives
We tested which formats produced the best engagement metrics, rather than assuming video would win.
Shareable ads
We designed creatives to encourage people to share them naturally. That is the core of viral marketing: content spreads because people choose to pass it on.
Results in 21 days
85 million
impressions
3 million
unique reach
1.8 million
interactions
What the numbers mean
Impressions. 85 million impressions meant mass reach among users.
Unique reach. The campaign reached 3 million unique users. Unique reach counts the real people an ad reached, so the figure shows a wide and genuine audience, not repeat views of the same few accounts.
Engagement. The campaign reached an above-average level of engagement. Shares and comments strengthened the viral effect, and the campaign recorded 1.8 million interactions.
Key terms
The terms used in this case study, in plain language.
| Term | What it means |
|---|---|
| Unique reach | The number of real users the ad reached. |
| Shareable content | Content that naturally encourages users to share it. |
| Video against static creatives | Tests of different types of ad content. |
| Engagement rate | The percentage of users who reacted to the ad. |
| Viral marketing | A strategy for building the natural spread of content online. |
The takeaway
Reach only makes sense when it generates real interactions. A precise strategy is the key.
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Reach that turns into interaction
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