Busy Bees: Social Butterflies

The Challenge

To raise brand awareness and drive web visits to support Busy Bees’ enrolment campaign.

We were tasked with positioning Busy Bees as the nursery brand of choice, where children are given the best start in life, thanks to a child-centred approach to learning in a warm nurturing environment.

 

The Idea

With the impact of lockdown on children’s development a hot topic for families, we identified a space for Busy Bees to demonstrate their expertise.

We commissioned research with parents of young children to explore how they felt about their child’s social life, against the backdrop of limited opportunity for social interaction during the pandemic.

From there, Busy Bees created a free guide – ‘Social Butterflies: Supporting Children’s Wellbeing in the Wake of a Pandemic’ – to offer tips, advice and reassurance for parents helping their children to readjust to ‘normal’ life.

Launching the research and guide in an engaging and impactful way, we partnered with Rebecca Adlington who shared her experiences, discussed the research findings and encouraged parents to download the guide.

 

The Results

In total, we secured an astonishing 93 pieces of coverage including:

  • 14 nationals (also featuring national social posts) such as The Sun and The Telegraph
  • 35 regionals
  • 27 broadcast interviews including ITV News
  • 17 backlinks

Rebecca Adlington’s Instagram story reached 13,127 accounts, with 230 link clicks, 514 @BusyBees_UK sticker taps, and 793 actions taken.

The wider campaign to promote the guide, including direct activity by Busy Bees, saw 9,380 visits to the guide’s landing page, 611 were via the tracking link, 230 attributed to Rebecca’s social post, and 472 guide downloads.