The client
The challenge
Together with the wider First 1001 Days movement, had built a Manifesto for Babies: bringing to the fore the importance of infant mental health and emotional well-being for babies. However, constant political instability was making it hard to push change through government machinery, and to connect with opposition leaders.
In the media, the busy news agenda was curtailing impact. 89up was tasked with creating a cut-through campaign moment to grab and hold the attention of parents and policymakers both in the run up to the 2024 election and thereafter.
The solution
We closely interrogated PIF’s existing audience segmentation under the context of the general election to find the most politically expedient groups for the campaign to focus on.
Our qualitative research made it clear that the manifesto asks were being perceived more as a cost to the exchequer, whereas we needed to get to a position where this was rightly seen as an investment in the foundations of British life.
We created a user journey that took people from supporters to active advocates for babies while staying flexible and reactive to political discourse. We targeted ads across multiple social media platforms using the refined audience profiles we had set up earlier, and created toolkits for supporters to amplify their own message with the campaigns’.
The impact
The results were a staggering 80,000+ plays of the video among our target audience with £0.08 cost per play and 1.36% click through rate. By tracking the performance of the ads, we were able to measure and evaluate the performance of the campaign.
