Localised targeted digital marketing across Ireland needed to become the New Normal -and we never let an opportunity go to waste. Across both in-feed and story campaigns (product-focused and reactive) we optimised reach, impressions, engagements and CPM costs across 8 weeks. This broad approach allowed us to monitor and adapt the campaign weekly, boosting individual user reach and discovering new quirks for both Gen Z and Millennial Audiences whilst attaining over 500k engagements, from a 1.3million user reach (300k more than forecasted).