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How Multi-Platform Strategies Amplify Campaign Reach and Impact

Written by: Emily Wharton | 24th January 2025
5 min read

In today’s fast-paced digital world, reaching the right audience at the right time requires a sophisticated approach. With so many platforms available, each with its own strengths and unique user demographics, it can be challenging to determine which platforms to use. In addition, only using one platform to reach a broad and diverse audience wouldn’t be an effective approach. This is where a multi-platform strategy comes into play, allowing campaigns to tap into the diverse capabilities of different channels to maximise reach and impact.

Chapter One commissioned Magpie to deliver a highly targeted digital strategy to encourage young people in Greater Manchester at risk of gambling harm, to access life-saving information and support through the website. The campaign focused on young adults aged 18-34 in Greater Manchester, the age group that insight showed is most impacted by gambling harms. The campaign is a prime example of how leveraging multiple platforms can significantly enhance a campaign’s effectiveness. By utilising a blend of Google Display, Performance Max, YouTube, Snapchat, and TikTok, the campaign successfully reached and engaged a highly targeted audience, driving substantial traffic to the Chapter One website and providing critical support resources to those in need.

Understanding the Strengths of a Multi-Platform Approach

A multi-platform strategy involves utilising multiple digital channels to deliver a cohesive campaign message. Each platform has its own audience, content formats/requirements and targeting capabilities, which means that using a combination of them can create a broader and more impactful reach than relying on just one. This approach is particularly effective when the target audience is diverse/spread across different platforms or with audience characteristics that require more complex targeting strategies, as was the case with the Chapter One campaign.

Let’s break down how each platform contributed to the campaign’s success:

Google Display: Hyper-focused Targeting Through Interests

Google Display allowed the Chapter One campaign to target specific interests and behaviours. By focusing on individuals interested in football, mobile gaming, and financial services, the campaign ensured that its ads appeared on relevant webpages, apps, and YouTube channels. This precise targeting meant that the campaign’s message was delivered to individuals most likely to engage with the content, maximising the relevance and impact of the ads.

Performance Max: A Versatile, All-in-One Solution

Performance Max is Google’s comprehensive advertising solution that combines search, display, and video ads into a single campaign. For the Chapter One campaign, this platform provided a versatile way to reach users across multiple touchpoints. By targeting interests related to gambling, betting, and football news, Performance Max effectively captured the attention of individuals actively seeking or consuming related content, driving them to the Chapter One website for support.

YouTube: Engaging a Key Demographic Through Video Content

As the content we were working with was in a video format, YouTube was an important platform to utilise. Video content is an incredibly powerful tool for engagement, especially among younger audiences. YouTube, with its vast user base and high engagement rates, was a key platform for the Chapter One campaign. By targeting individuals with a keen interest in sports and football, the campaign’s video content garnered a high number of views, ensuring that the message reached a vast and relevant audience.

TikTok: Tapping Into the Younger Demographic

TikTok, known for its strong appeal among users under 30, was another crucial platform for the Chapter One campaign. Given the platform’s native video format and high engagement rates, TikTok was perfect for sharing the campaign’s video content with a younger demographic. By targeting users who had engaged with videos related to casinos and gambling, the campaign effectively reached individuals who might be at risk of gambling harm, driving them towards the support available on the Chapter One website.

Snapchat: Leveraging Location and Behaviour-Based Targeting

Snapchat’s unique capabilities to target users based on real-world behaviours made it an incredibly effective tool for reaching those who might be at immediate risk of gambling harm. This is also a video native platform so worked well for the content. Snapchat not only contributed significantly to the campaign’s click-through rates but also provided valuable insights into the behaviours and interests of the target audience.

The Impact of a Multi-Platform Strategy

The success of the Chapter One campaign highlights the power of a multi-platform strategy. By leveraging the strengths of each platform, the campaign was able to reach a broader audience, increase engagement, and drive more traffic to the website. By delivering critical support resources to those impacted by gambling harms, the Chapter One campaign’s multi-platform digital strategy effectively leveraged diverse channels such as Google Display, YouTube, Snapchat, and TikTok to drive significant engagement, resulting in 44,481 clicks, surpassing estimated clicks by 43% for the campaign period. The combination of precise targeting, engaging content formats, and diverse platform capabilities resulted in a highly effective campaign that exceeded its goals.

Overall, the multi-platform approach amplified the campaign’s reach, ensuring that the message of support for those affected by gambling addiction was delivered to the right people, at the right time, and in the right way.

Key Takeaways for Your Campaign

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By embracing a multi-platform strategy, you can significantly amplify your campaign’s reach and impact, just as the Chapter One campaign did. 

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