DfE Childcare Choices
Engaging educational content increased action intent by successfully capturing and sustaining the interest of parents in childcare
Brief in brief
Raise awareness of the support available as well as upcoming changes from April 2024. Signpost audiences to the Childcare Choices website and encourage parents and providers to apply for funding.
Opportunity
Parents do not always know where to go to find out what childcare support is available and they are eligible for from the government. Mumsnet’s audience consists of highly engaged parents who actively seek information and advice on childcare and government support. Leveraging Mumsnet’s trusted platform, expert voices, and community engagement allowed DfE to reach parents at key decision-making moments.
Partnership overview
The campaign spanned multiple formats, including editorial content, influencer diaries, a Q&A with David Johnson MP, targeted display ads, and animated videos. A brand uplift study assessed campaign impact, revealing a significant increase in understanding and positive sentiment towards government childcare support.
Results
Brand-led editorial quiz “What childcare choices could you be eligible for?”
Engaging and authentic editorial content drove outstanding page views and extended dwell time
Editorial content: Four articles informing parents about the expansion of childcare support, featuring real Mumsnet user experiences.
60K total pageviews (118% vs KPI)Childcare Choices in the UK, a complete guide for parents: Comprehensive overview of childcare funding options.
15.4K pageviews (122% vs KPI), 2.27 min dwell time (vs 1.45 min benchmark)
What childcare choices could you be eligible for?: Interactive engagement quiz.
13.2K pageviews (104% vs KPI), 1.46 min dwell time (vs 1 min benchmark)
15 & 30 hour diaries: Real user experiences showcasing childcare support.
16.3K pageviews (125% vs KPI), 2.55 min dwell time
13.4K pageviews (103% vs KPI), 3.13 min dwell time
Ask the Expert (Q&A): David Johnson MP answering user questions on childcare policy.
2.2K pageviews, 24 questions answered
Roundtable and animated videos surpassed KPIs with authentic storytelling and engaging content
Video content: Animated videos and real-mum experiences shared on social media.
2.8M video views (617% vs KPI), 69% watched at least 30 seconds (vs 50% benchmark), 1.04% CTR from Facebook (vs 0.80% benchmark)Targeted display ads: Reaching key audiences at scale.
9.3M impressions (111% vs KPI), 4.2K clicks, 0.05% CTR (benchmark: 0.05%-0.07%)Influencers helped simplify childcare support options, driving exceptional engagement
Influencer content: Parenting influencers representing different demographics, shared their experiences with Tax-Free Childcare, Universal Credit Childcare, 30-hour, or 15-hour options, illustrating the changes and making the policies more relatable through real examples.
38K video views, 5.8K likes, 251 comments, 3% engagement rate (benchmark met)
