To effectively deliver a successful campaign, the PLMR Genesis team chose Meta (Facebook and Instagram) as the selected delivery channel as the platform offers detailed demographical options to allow the ads to be specifically targeted at 18 to 30-year-olds in Essex, with extra targeting in the ‘levelling-up’ areas set out by the client. To successfully target the varying mindsets and professional developments of the audience, the campaign was split into four ad groups – College & University Leavers, Young Professionals, Young Entrepreneurs and Organisations & Charities. The messaging portrayed in each ad set was particularly important in this campaign, as each audience group needed to be targeted differently, whilst focusing on campaign objectives and remaining eco-conscious.