Byte Digital helped the South London Mental Health and Community Partnership explain the NHS 111 mental health option through Facebook, Instagram and YouTube. The campaign combined accessible messages, creative testing and additional activity in areas with higher levels of deprivation.
The brief
The partnership wanted more people across South London to understand the service and how to access appropriate support. Reaching underserved communities was part of the brief, alongside clear messages for the wider population.
What Byte did
Byte planned and managed paid social and video activity around the approved messages. The work tested creative and compared audience response across platforms and areas with different levels of deprivation. This helped the team assess how effectively its media plan reached the intended communities.
The campaign used geographic information, including the Index of Multiple Deprivation, to give priority areas additional attention. Creative and delivery were reviewed together, so the team could improve how the message appeared and where it was shown.
Published result
| Measure | Published result |
|---|---|
| Average YouTube cost per view | £0.008 |
The figure is the advertising media cost per YouTube view reported in the original case study. It gives communications teams a practical reference for video delivery; the source also discusses engagement and the findings from creative and audience comparisons.
Relevant experience for NHS teams
This project shows how Byte connects an NHS awareness brief with audience planning, Meta and YouTube delivery, creative testing and reporting. The NHS marketing guide brings together further examples, including NHS App promotion and Surrey Heartlands audio advertising.