Campaign: Getting Social with Childminders
PR team: Lava
Timescale: January-April 2012
To build brand awareness of the Government's free milk scheme through social media channels including Facebook, Twitter and a dedicated blog.
To increase the number of registrations.
Strategy and plan
Lava recruited childcare professionals to help develop of a series of free activity plans for childminders, linked to the Early Years Foundation Stage. These plans were uploaded in a PDF format each week on to milk4childminders' Facebook page. Users could only access the PDFs after they had 'liked' the page. This was supported by a blogging campaign that promoted the plans and identified relevant news stories linked to childminders.
Measurement and evaluation
The Facebook page received more than 1,100 likes - twice the target.
There were more than 6,000 visits to the milk4childminders blog, resulting in more than 250 new childminders signing up to receive free milk.