Know Your Score was a digital advertising campaign, live from March-April 2016.

Kent County Council aimed to reduce the number of people drinking alcohol regularly at harmful levels through the campaign which encouraged adults in Kent to increase awareness of their drinking habits by taking the ‘Know Your Score’ Online IBA (Identification and Brief Advice), an online self-assessment tool which provides the individual with a score to indicate if they are drinking alcohol at safe or harmful levels and plays a video of professional advice.


The overall aims of the campaign were to:

GET: Kent residents (mainly adults) who drink alcohol

TO: increase their awareness and understanding of their levels of drinking and the possible health consequences it
may have for them

BY: getting them to use the online self-assessment IBA tool and watching the advisory video at the end.


Our initial research into public health data identified key target segments within the broader audience:

  • Women aged 45-64, 25-44 and 65+ regularly consuming wine or champagne
  • Men aged 25-44 and 45-64 regularly drinking beer/lager/cider

Our campaign strategy was based on traditional marketing communication models, which then had additional data, overlaid to identify the role of different digital channels in a typical user journey towards conversion, in this case taking an IBA test online.


For the campaign creative, we effectively hijacked the highly engaging look and feel of digital advertising used by alcohol brands to encourage drinking, but instead to challenge our target audience over their regular drinking habits and the issues their drinking may be causing.

This led to use to a range of Cinemagraph format images, display banners and static images, in different themed sets to help compare engagement levels and provide useful data for future campaigns.

Campaign messages focused on common issues, which may be experienced due regular drinking.


The campaign comprised of:

  • Awareness display campaigns using the Google Display Network
  • A display campaign on regional news and content website kentonline.co.uk
  • A full home page takeover on www.kentonline.co.uk over a 2-week period
  • A background paid search PPC campaign using Google Adwords
  • Facebook Ads
  • Twitter Ads
  • Instagram Ads
  • Native Advertising


The campaign exceeded all client expectations by delivering relevant traffic to the online test, which converted into test completions at a very high rate of over 17.3%.

The number of tests completions reached 4158, far exceeding the target of 1500 and exceeding the 1600 tests achieved by a previous large-scale offline PR campaign by 259%.

In terms of awareness we delivered over 7.6 million ad impressions to the target audience regionally.

Key metrics from the campaign included:

  • Sessions to Test conversion rate of 17.35%
  • 7,658,998 total reach or impressions
  • 31,743 clicks or results
  • £0.77 average cost per click (CPC)

£3.19 average cost per ‘000 (CPM)

Based on Demographics data we can see that the campaign was successful in reaching all target segments:

  • The greatest volume of responses was from the 35-44 and 45-54 segments.
  • The greatest engagement rates with ads and click through rates were seen amongst older demographics of 55-64 and 65+
  •  We were able to deliver the campaign at 11.5% under budget. 

Finally, we were able to provide a new digital only model for future public health campaigns conducted by the local authority, which can achieve significant reach and demonstrable outcomes for a reduced budget.

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