Whats On 4 Kids
Sector
Service
Partnership
Support
- Campaign Strategy
- Creative Development
- Digital Marketing
- Influencer Marketing
- Content
- Paid Media
- Reporting
Reconnecting Families with Children's Activities Through Audience-Led Campaign Strategy
What's On 4 Kids is one of the UK's leading platforms connecting families with children's activities, events and experiences.
For more than 15 years, the platform has helped parents discover activities for their children while supporting activity providers to reach new audiences.
Following the challenges of the pandemic, What's On 4 Kids wanted to reconnect with families, increase membership registrations and strengthen the value of their platform for activity providers.
They partnered with Fruit Marketing to develop and deliver an integrated campaign designed to maximise reach, engagement and conversions—working within a limited paid media budget.
The Challenge
As lockdown restrictions eased, families were eager to return to activities, experiences and social connection.
For What’s On 4 Kids, this represented a significant opportunity—but also a challenge.
The children’s activity sector had changed. Parents were looking for trusted recommendations and useful information to help them reconnect with local activities, while activity providers were looking for effective ways to rebuild their customer bases.
What’s On 4 Kids needed to increase awareness of their platform and encourage more families to become members.
The challenge was achieving this at scale without relying on a large advertising budget.
They needed a marketing partner who understood the children’s activity sector, understood the parent audience and could develop a campaign that would cut through digitally, create engagement and ultimately drive membership registrations.
That’s where Fruit Marketing came in.
"Working with the team was an absolute game-changer. They seamlessly integrated into our operations and delivered exceptional results ahead of deadline."
"Working with the team was an absolute game-changer. They seamlessly integrated into our operations and delivered exceptional results ahead of deadline."
Our Solution
Having seen Fruit’s work across the children’s activity sector, What’s On 4 Kids approached us to develop and deliver a national membership campaign.
Our role was to create a campaign strategy that combined:
- Audience insight
- Creative development
- Multi-channel marketing
- Paid and organic activity
- Influencer partnerships
- Content creation
- Campaign management and optimisation
The objective was clear:
Create a campaign that encouraged families to get active again, whilst increasing membership registrations for the What’s On 4 Kids platform.
Having seen Fruit’s work across the children’s activity sector, What’s On 4 Kids approached us to develop and deliver a national membership campaign.
Our role was to create a campaign strategy that combined:
- Audience insight
- Creative development
- Multi-channel marketing
- Paid and organic activity
- Influencer partnerships
- Content creation
- Campaign management and optimisation
The objective was clear:
Create a campaign that encouraged families to get active again, whilst increasing membership registrations for the What’s On 4 Kids platform.
The Process
Building the Campaign Around Audience Insight
The campaign needed to reflect the reality families were experiencing after lockdown. Rather than simply promoting activities, we recognised that parents had been through a challenging period and needed a reason to feel positive about getting back out and enjoying experiences together.
Our creative approach focused on three key principles:
Empathy
Acknowledging that lockdown had been difficult for families and recognising the desire to reconnect.
Playfulness
Creating messaging that felt light, positive and aligned with the energy of children’s activities.
Positivity
Providing a clear reason for parents to take action and rediscover the activities available to them.
This insight shaped the campaign messaging:
“Let’s Get Busy Again” and “We’re Buzzing Again”
Both messages captured the excitement of returning to normality while creating a strong connection with parents.
Creating an Integrated Campaign
We developed the campaign creative, messaging and assets to work consistently across multiple platforms.
The campaign combined:
- Email marketing
- Organic social media
- Paid search advertising
- Paid social advertising
- Partnership marketing
- Influencer marketing
- User-generated content
Our approach was designed to maximise reach and engagement by combining owned, earned and paid media.
With a limited paid media budget, we focused heavily on creating content that encouraged conversation, sharing and participation.
Using Influencers and Community Engagement
In the children’s activity sector, trust and peer recommendations are incredibly important. Parents often look to other parents for ideas, recommendations and reassurance.
To support this, we worked with parenting influencers to extend campaign reach and create authentic engagement with family audiences. We also encouraged user-generated content, helping families become part of the campaign rather than simply recipients of advertising. This created stronger engagement and helped build a sense of community around the return to children’s activities.
Managing Delivery and Performance
Fruit Marketing managed the campaign from concept through to completion.
This included:
- Campaign planning
- Creative development
- Copywriting
- Channel management
- Influencer coordination
- Partnership activity
- Campaign optimisation
- Performance reporting
Working closely with the What’s On 4 Kids team, we ensured every element of the campaign worked together towards the same goal: increasing membership registrations.
The Outcome
The campaign successfully helped What’s On 4 Kids reconnect with families and increase engagement with their platform.
Within the six-week campaign period, we delivered:
- 600,000+ people reached
- 1,500 new membership registrations
- 20 new collaborations with children’s activity suppliers
- 300+ pieces of user-generated content
Beyond the immediate campaign results, the increase in membership strengthened the What’s On 4 Kids proposition for activity providers.
With a larger and more engaged parent audience, the platform was able to continue developing new advertising opportunities for organisations within the children’s activity sector looking to reach families.
The campaign also established longer-term approaches to influencer marketing and content marketing that could continue to support future growth.
