Helping a national children’s charity turn more clicks into conversions with paid social media and community management


Video views





Place2Be – A children’s mental health charity

The brief

Place2Be is a children’s mental health charity driven by a core belief that no child should have to face mental health problems alone.

For over 25 years, they’ve been making a huge difference to thousands of lives by offering mental health training and support to schools across the UK.

But to extend their support to more children and young people, they require more funding – and that’s where the power of social media can really make a difference.

The challenge

Before we partnered with Place2Be, they already had an impressive social media presence with well over 30,000 followers across every channel.

However, their digital team felt they could do more with their online presence and wanted to turn more clicks into conversions by pushing various campaigns in the right direction with the right strategy.

Here’s how we helped.

Our approach

Because Place2Be offers a wide range of events, not every social campaign is relevant to the same audience. This meant we had to think carefully about who we targeted for each advert and, more importantly, what we wanted them to do.

For instance, with fitness-based campaigns such as Tough Mudder and the London Marathon, we focused on those interested in both fitness and mental health. It meant Place2Be were more likely to see a higher return on their investment because their fundraising campaigns were falling into the hands of the right people.

To tighten our focus on a niche audience, we also experimented with targeting lookalikes, pushing for action with Place2Be website visitors, as well as those who had made a previous donation.

During the time we were appointed, we knew Facebook were due to make changes to their targeting and tracking options. This meant we had to keep our strategy flexible by shifting to more trackable actions like engagements and video views.

As you can see from the data below, our strategy worked.

The results


Our strategy increased engagement by a huge 34% to 177,000


Our methods of working reduced the cost per engagement by a massive 41%


We are proud to have increased Place2Be’s reach by 9%


Views of videos rose sharply by 238% during our campaign.

Social Firefly is a friendly, reliable and knowledgeable agency who were recommended to us. They kept us up to date with fortnightly meetings and provided regular reports to show the impact they were making across our various campaigns. I highly recommend them.

Saul Levitt

Head of Digital, Place2Be

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