To raise awareness for the opening of a brand new, premium nursery group in Birmingham
Professional parents working in and around Birmingham city centre
Putting your child into daycare is not a transactional decision. And Bright Minds is not your run of the mill daycare provider. As such, our campaign needed to make an emotional connection between Bright Minds Daycare and wealthy young professional parents in Birmingham. The creative which hwe developed achieved this connection by focusing on the possibilities of what Bright Minds children can become – looking at pairing a child’s potential, with the incredible and unique facilities that only Bright Minds can offer.
The Bright Minds ethos talks to building strong foundations. With strong foundations, children can become whatever they want to be. This was the kind of inspirational message we wanted to portray as part of the campaign. This led us to the overarching tagline – Bright Minds: For magical futures. #BeAnything
The ‘Be Anything’ campaign involved creating a compelling video to promote the key message that at Bright Minds, children can be anything they want to be. We interviewed 4 children at the nursery and based the video around their answers before sharing it on social media and on the Bright Minds’ website.
They didn’t have a social media strategy and content quantity was low. We therefore created weekly social plans which aligned with their key messaging, helped position them as industry leaders and showcase their fantastic facilities.
For the PR element of the campaign, we created and pitched several press releases which all highlighted new and exciting events – from Open Days to the launch of their new site. We also secured a thought leadership piece in the Birmingham Mail with accompanying video.
We advertised in Midlands Business Insider and iChoose Birmingham to reach Bright Minds target audience and announce the opening of the Bright Minds brand in Birmingham. This involved creating eye-catching and engaging designs which would encourage parents to click through to the Bright Minds’ website.
From July-September, their Facebook posts received 436,800 impressions, a fan increase of 51.01%, 635 engagements and 1,338 clicks. Twitter had similar success with a follower increase of 131.5%, 73,727 overall impressions, 519 engagements and a total of 77 clicks. Prior to this, social content had only been pushed out once a month and Twitter had no interaction.
We gained 62 pieces of coverage for this campaign across regional publications, with an overall readership of 105,548,076, AVE of £8,836 and a PR value of £30,958
Our iChoose ad was seen by 18,222 people and achieved 172 clicks. In the Midlands Business Insider, the ad received 19,547 impressions
The ‘Be Anything’ video was a roaring success and has received excellent feedback from a number of groups and demographics. The piece received 55,811 views in the first month.