Increasing social reach for World Mental Health Day

Mental Health UK

Key Results ...

10x the forecast no. of Facebook engagements

3x the forecast no. of Twitter engagements

Cost per engagement on Twitter 2.64x lower than forecast

Case Study: Promoting World Mental Health Day ...

Paid Social

Mental Health UK (MHUK) wanted to raise awareness of World Mental Health Day via paid social by linking to their new mental health guide. The aim was to also to get them to engage with the newly created guide.

The guide was launched to improve the public's knowledge of specific mental health conditions and to help readers identify symptoms in themselves and others. This included conditions such as:

  • Stress
  • Anxiety Disorder
  • Depression
  • Bipolar Disorder
  • Psychosis & Schizophrenia
  • Personality Disorder

Check out their Stress guide as an example:


equimedia first conducted an audience analysis to identify the strongest social channels to push out a World Mental Health Day message. Based on this audience analysis, we recommended that Mental Health UK use Twitter and Facebook for a social boosting campaign to raise awareness. 

Our analysis also identified targeting recommendations that allowed us to tap into conversations on Twitter (via contextual targeting and follower lookalike strategies) and to reach users with specific interests via Facebook.

Throughout the day we adapted and optimised the campaigns to target users most likely to, or that were currently engaging with the posts.

World Mental Health Day Results

Mental Health UK were delighted with the results of the campaign, we delivered:

  • 10x the forecast number of Facebook engagements 
  • 3x the forecast number of Twitter engagements 
  • A Cost per engagement on Twitter that was 2.64x lower than forecast

"I have been incredibly impressed by equimedia’s campaign management from insightful forecasts and recommendations to their ability to make tactical changes mid-campaign which delivered above expectations."

Richard Dale, Marketing Manager, Mental Health UK