PR team: Lansons Communications
Timescale: February 2010
Lansons launched the Cost of a Child campaign in 2003. The report looks at the cost of raising a child from birth to 21. This year the total cost topped £200,000.
- To generate increase in media reach for the long-running campaign
- To encourage direct consumer engagement with the campaign and LV=.
Strategy and plan
Lansons commissioned a behaviour and attitudes survey of parents to add topical context. A week ahead of launch, all consumer correspondents on the national press were briefed. The campaign was pre-trailed on media sites, inviting users to tune into a live webcast on launch day. Registered customers were notified in advance and a dedicated campaign page was set up with content published ahead of the launch. A syndicated webcast was prepared inviting consumers to submit questions.
Measurement and evaluation
The campaign generated 151 items of coverage, including a piece in nearly every national newspaper on launch day. Broadcast hits included GMTV, BBC Breakfast, Working Lunch, Radio 2 and Radio 5 Live.
The webcast attracted 1,936 visits. There were more than 100 mentions on Twitter, including from Sarah Beeney and The Children's Society.