Best Education Rich Media Online Campaign

For KinderCare, the nation’s largest educational childcare provider, White Horse created a multi-channel campaign to drive inquiries during the summer peak enrollment period. White Horse developed the “Each Day” campaign to convey KinderCare’s daily commitment to parents to provide an enriching experience for their child. The campaign theme was fully integrated in a cross-channel campaign that included digital, radio, print, and direct mail.

The campaign goals were to elevate brand awareness of KinderCare as a leader in educational childcare while driving a targeted cost-per-lead by reaching parents at the right moment in the seasonal childcare decision-making cycle. The use of retargeting allowed us to reach out to parents based on their past site visitation and program interest; retargeted impressions more than doubled the average response rate.

White Horse also recognized the need to meet parents where they were, by pushing out crucial decision-making content through the ads themselves rather than requiring parents to click through in order to explore what KinderCare could offer. To this end, we created hard-working rich media ads that provided video, program-specific information, a downloadable checklist for childcare facility visits, and a zip search. Our “push” strategy greatly increased ad engagement and allowed us to beat our lead goals.

Contributors:

Account Manager:	Jennifer Modarelli DeVoe
Marketing Strategist:	Eric Anderson
Creative Director:	Brian Unflat
Project Manager:	Bob White
Media Strategist:	Wesley Picotte
Art Director:	Leigh Brooks
Flash Developer:	Nate Potter
Analytics and Optimization:	Craig Schommer

WHITE HORSE

Location: USA