FOUR delivered an intelligence-led paid media strategy to amplify the #MadeInNorfolk campaign alongside the TV advertising. Running across three campaign bursts, the digital activity used Google Performance Max, Meta, and LinkedIn to reach Norfolk business owners and decision-makers. Through precise audience targeting, multi-channel delivery and continuous optimisation, the campaign was monitored and refined in real time to maximise reach, engagement and website traffic.

Despite the clear benefits apprenticeships bring to organisations, many employers still perceive them as complex, time-consuming, or difficult to implement. Apprenticeships Norfolk needed to challenge these misconceptions and engage business owners and decision-makers across Norfolk’s SME community. With a defined campaign schedule and targeted digital budget, the challenge was to deliver a highly efficient campaign that would drive awareness, engagement, and meaningful traffic to the Apprenticeships Norfolk website.

The #The MadeInNorfolk campaign successfully amplified the TV advertising, ensuring the message reached Norfolk businesses most likely to benefit from apprenticeships. Through targeted digital activity, the campaign delivered strong awareness among SME decision-makers, high engagement across paid channels, and increased traffic to the Apprenticeships Norfolk website. The campaign also achieved impressive cost-per-click, cost-per-action and total conversion results, demonstrating the effectiveness of FOUR’s smart targeting, multi-channel delivery and continuous optimisation.