Public Sector: Childminders like the offer of free milk

Milk4childminders, a firm that delivers free milk to children who are in the care of registered childminders, enlisted Lava to devise and implement an online campaign aimed at strengthening relations with its existing clients and attracting new customers.

Campaign: Getting Social with Childminders
Client: milk4childminders
PR team: Lava
Timescale: January-April 2012
Budget: £6,000


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.

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