Consumer - LV= reveals the cost of raising a child

Campaign: LV= Cost of a Child

LV= campaign: Lansons Communications
LV= campaign: Lansons Communications

Client: LV=
PR team: Lansons Communications
Timescale: February 2010
Budget: £25,000

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.

Objectives

- 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.

Results

The webcast attracted 1,936 visits. There were more than 100 mentions on Twitter, including from Sarah Beeney and The Children's Society.

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