Scottish Police Federation -
Paid Media Campaign
Services provided: Strategy, Creative Campaign and
Paid Media
Brief.
​The Scottish Police Federation wanted to raise awareness of the vital work carried out by police officers in Scotland. Using powerful and emotive video creative developed by partner agency Tinker Taylor, the campaign aimed to educate the Scottish public and drive engagement through paid media activity.
Our Solution
We executed a multi-channel campaign across Meta, Google, and TikTok, utilising a mix of full-length films, trailers, interview clips, and static creative. Campaigns were optimised for both video views and traffic, ensuring strong reach while also encouraging audiences to visit the dedicated site to watch the full film and access supporting materials.
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Creative testing highlighted the effectiveness of supportive, empathetic messaging compared to more hard-hitting violent themes. Audience targeting combined interest-based groups with broad reach across Scotland to maximise visibility and resonance.
Results.
The campaign was highly successful, delivering strong reach, engagement, and cost efficiency across all channels:
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Blended Totals: 2.7M impressions, 1.4M video watches, 38,499 clicks, and a cost per video play of just £0.007
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Meta: 871k impressions, 239k ThruPlays, 34k clicks and high completion rates (23% watched full videos). Women and older demographics engaged most strongly.
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Google: 1.05M impressions, 449k 30+ sec views (42.6% view rate), with the trailer particularly effective (56% watch-to-completion).
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TikTok: 778k impressions, 774k video plays, 3.8k clicks, and strong engagement with the full film and “we are the public” clip, generating over 500 new followers.
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​Overall, the campaign demonstrated the power of empathetic creative and multi-channel delivery in raising awareness and driving engagement with critical messaging about Scotland’s police force.
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