!-- Google tag (gtag.js) -->
What’s On 4 Kids is one of the most successful names in the UK early years and children’s activity sector and they sought to drive reach and engagement towards conversions. And for 15 years, their platform has established itself as the leading publisher of events for families across the UK.
They also lead the market in early years and children’s activities celebration event with the highly-regarded “What’s On 4 Kids” annual awards. And so, they commissioned Fruit Marketing to drive membership conversions to their website, as the sector reopened and lockdown restriction eased from the pandemic.
We worked by tapping into the zeitgeist and a wider sense of a return to normal post-lockdown, we developed a creative around the call to action (CTA) of “We’re Buzzing!”. So in deploying our in-house design and copywriting skills, we were able to develop a stunning creative that worked across multiple platforms for a concise and consistent integrated marketing plan that hit the mark.
It also exceeded the client’s expectations. With limited paid media budget, we were also able to generate strong organic reach and engagement. We utilised owned and earned media with our own content and user generated content. We also engaged several parenting influencers to form part of the campaign.
This was particularly effective in a sector where peer to peer communication is key to decision making for parents of young children. As always, we worked closely with the client and developed a multi-channel integrated campaign. Which included email, organic social media, search advertising, partnership marketing and influencer marketing.
Which meant that every element of the campaign was expertly project managed with a close working relationship with the internal team at What’s On 4 Kids and regular reporting to the client. In all, our six-week campaign delivered: