Flush with our knowledge that you have to tell people about your product for them to know about it (you can have that nugget of wisdom free of charge) we decided to go to the people.

At this point we were still just looking for test users, but wanted to use the campaign as a way to learn more for any future larger spend campaigns, when we will paint Manchester orange and project a REX signal onto the night sky.

With a relatively limited advertising budget we decided to run a small but focused online advertising campaign to both find our users, and to dip our clawed and scaled toes into the advertising waters.

Here are some things we learnt and some generally sound advice for online advertising campaigns:

• Find out where your audience are and what platforms they use. There would be no use us advertising in Horse & Hound.
• Use a range of creatives and messaging to see what works.
• Start with a more targeted audience and expand this out gradually, there’s no point having the wrong people seeing your ads.
• Monitor your campaign performance and stop spending your money where it isn’t working.
• If you can, set up audience tracking on your website and/or ads such as Google Analytics to see how visitors from different platforms are behaving once they land on your page.
• Start small with budget, assess what you have learnt, then move forward with a larger spend. Don’t throw all your money down an advertising back hole.
• Don't interact with your own promoted social media posts, and tell your team not to, it really is tempting to push a button that you're not allowed to press but all it does is cost you money and give you bad data.