The Challenge
Surrey CC is a public sector organisation running education-sector campaigns. Public sector campaigns have to reach a defined local audience and meet standards of accuracy that commercial campaigns do not face. Reach without credibility is worthless here.
Our Approach
We built a very small creator list and prioritised accuracy over scale.
- 5 creators were engaged, a deliberately small, closely managed list
- Selection was geographic, focused on the relevant local audience
- Video was prioritised to carry information clearly
- All content was checked for factual accuracy and approved before publication
For a public sector campaign, a small number of accurate, well-placed pieces is worth more than volume.
The Results
5 creators generated 65,451 views against a reach of 317,392.
Why Five Creators Was the Right Number, Not a Constraint
Public sector work carries a different bar than a retail campaign: the page’s own Challenge section frames it as reach that has to come with accuracy, not reach for its own sake. That is why the creator list here was kept deliberately small rather than built out for scale. Five people whose content could be checked line by line before publication is a different exercise to briefing fifty and hoping the message survives the retelling.
What 65,451 Views Against a 317,392 Reach Shows
65,451 views against a 317,392 audience reach describes how much of a defined local audience actually watched the content through, not how many people took an action as a result, the kind of number a public body can stand behind because every figure traces back to five named, accountable creators rather than an anonymous crowd. For a campaign built on accuracy over scale, that traceability is the point the Approach section is making.
