Buckinghamshire County Council wanted to promote their foster care services in order to generate more enquiries and to recruit foster carers in the area.
By using AdSmart, Buckinghamshire County Council were able to combine the power of TV advertising with highly selective targeting to ensure the ad was served to homes in their catchment area, and those considering fostering in the future.
To boost awareness of the Buckinghamshire County Council fostering scheme
To generate more enquiries and to recruit for foster carers in Buckinghamshire.
The Audience
Buckinghamshire County Council was able to select their ideal audience by using mosaic attributes only available on TV through AdSmart:
Professional Rewards
Small Town Diversity
Suburban Mindsets
Careers and Kids
Terraced Melting Pot
Buckinghamshire County Council also used AdSmart’s new hyper-regional capability and targeted only homes with a postcode beginning with HP and SL.
The 30” creative featured the voiceover of a teenager in foster care talking about his favourite moment living with his foster family.
The campaign ran from January to February 2015 and delivered 205,701 impressions, with a capped frequency of 5 per household.
16% of those who recalled the advert have taken some action as a result of the exposure. This might be looking up more information or spoken to someone else about fostering.
“As a result of the campaign we had the highest number of enquiries about foster caring we have ever had – three times as many as we’d see in a normal month”
Anushka Desai, Senior Communications Officer at Buckinghamshire County Council.
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