Driving Skills Bootcamps uptake
across West Yorkshire
We created a multichannel campaign for West Yorkshire Combined Authority to boost enrolment on their free Skills Bootcamps. The creative highlighted the flexibility and breadth of the courses, driving such a very strong interest.
The brief (in brief).
West Yorkshire Combined Authority launched a new wave of Skills Bootcamps to help people across the region gain free training in high‑demand sectors, with an ambitious goal of enrolling 1,400 learners by March 2026.
To hit that target, they needed a campaign that clearly communicated just how flexible the offer is: a wide range of courses, multiple ways to learn, and the ability to fit training around everyday commitments like work and childcare. And, of course, the standout benefit being a guaranteed interview on completion.
Our approach
To reach such a broad and diverse audience, we began by developing a suite of creative concepts that could communicate the offer clearly while still feeling human, inclusive and motivating. Each route focused on showcasing real‑life accessibility, positioning the Bootcamps as an achievable step towards progression.
Working closely with the client team, we refined the preferred concept into a fully formed creative direction. Before moving into production, we carried out audience testing with a group of people from varied backgrounds who had previously taken part in Skills Bootcamp programmes. Their lived experience provided invaluable insight, helping us validate which messages resonated most, what felt authentic, and which visuals truly reflected their day‑to‑day reality.
The important stuff
The campaign delivered outstanding results, performing significantly above expectations and generating an exceptionally high volume of enquiries and applications. Due to the success of the campaign in filling the remaining Skills Bootcamp course places, the campaign came to a close early.
learners successfully enrolled
sign-ups converted during the 3-month campaign
of the budget left after the targets were exceeded
The success of this campaign can be attributed to several key factors: strong, insight led creative, clear and benefit driven messaging, effective audience targeting and ongoing ad optimisation.
Engagement rate across the campaign reached 90.91%, with consistently strong traffic volumes demonstrating that the paid social targeting successfully reached people actively looking for – or open to – training and upskilling opportunities.
The high engagement rate also reinforced the strength of the creative. Messaging was clear, action oriented and centred on the core value proposition: fully funded training, flexible learning options and a guaranteed interview. This combination created instant relevance and intrigue, encouraging people to click, explore and ultimately apply.