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Helping Active Play Reach A Niche Audience

Proven Growth: A Case Study

THEIR NEED

As Active for Life was gearing up to launch their new website ActivePlay.ca they needed some marketing magic to reach a new audience of Early Childhood Educators (ECEs). Active for Life is a leader in active education and resources for parents, but ActivePlay.ca was a brand new resource with a new audience.

 

Like any good digital marketing story, we found each other on the internet and Active for Life engaged Pink Lupin as a marketing consultant to help develop and execute their vision.

 

Born out of a recent study on active play in the early years, ActivePlay.ca consists of a series of videos, articles and PDFs designed to help facilitate active play in early years centres across Canada. Resources are available in 12 languages that reflect the diverse languages spoken across Canada. To get as many children as possible active in their first five years of life, our goal was to get activeplay.ca and jeuactif.ca in front of as many ECEs as possible.

THE SOLUTION

Working with subject matter experts, we developed a marketing plan to reach ECEs through social media campaigns, targeted advertising and an email newsletter in French and English. We targeted ECE audiences on YouTube and Facebook across Canada with a video ad called "Why Active Play?" highlighting the benefits of getting children aged 0-5 moving. We leveraged the relationships from the initial study to present a webinar to ECEs through a partner organisation. The initial launch was a huge success, with our partner organisation reporting the largest number of attendees they have ever had for one of their webinars. 

 

We tracked key performance indicators (KPIs) such as website visits, video views and PDF downloads. In addition, we ran a survey to allow people to identify their role in an early years centre to make it easier to calculate how many children have been reached through marketing efforts.

OPTIMIZATION

Over time, the effectiveness of the single video ad waned - highlighting the importance of tracking those KPIs. So, in the third month, we began to add additional video ads, leading to improved engagement and watch time. In subsequent months, we added Google Search and Reddit Ads to reach ECEs in additional markets. The addition of these channels increased engagement on the website and allowed us to reach even more ECEs.

The Results Are In

The results were stellar! We were able to exceed our marketing goals to reach thousands of Early Childhood Educators throughout Canada over the course of seven months. ECEs and University Educators have responded with enthusiasm and a willingness to share the resources with their peers and students. We look forward to seeing how these resources are used over the coming years by ECEs to help babies and children build the skills to be active for life!

Jean was exceptional in boosting our social media ad campaigns and phone outreach, surpassing our
goals. Her management of teams and meetings was top-notch, contributing significantly to our success.

- Michael Brynjolfson, Project Manager

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