The petition was shared through promoted tweets and Facebook advertising over a short blast campaign, the first few days being used to raise awareness of the issues and gain signatures.
The campaign involved targeting Newcastle and Rangers FC’s Mike Ashley, Sports Direct’s owner; people who already like or follow Sports Direct on both channels, and a third group of people who were interested in or aware of trade unions.
Following the awareness phase, a second wave of adverts was promoted to inform of the ‘day of action’ protests outside stores.
Facebook adverts targeting Polish speakers in the Shirebrook area were also rolled out, advising them of their basic rights and the benefits of joining a Union.