Bill Plant Driving School was the winner of the National Driving School of the Year 2019.
Following an instructor recruitment surge in Birmingham, they needed to increase the supply of students in the area to match new demand. Paid social media was proposed to:
Target 17-25 year olds in Birmingham on Facebook and Instagram with social proof orientated creatives.
Over a 5 week period and spend of £1985, the campaign reached a target audience of 125,792 people, generating 146 new learner sign-ups.
The most important outcome of the pilot was identifying Instagram as a profitable platform for Bill Plant Driving School moving forward: