Water Babies, a leading swim school with over 500 pool locations across the UK, wanted to increase its brand presence and reach more families interested in swimming lessons for young children. With a large footprint and a unique offering, they aimed to leverage TV advertising to connect with the right local audiences who could benefit from their classes.
The main goals of the campaign were to:
Build brand awareness in the areas surrounding Water Babies’ pool locations.
Drive growth by increasing sign-ups for swimming lessons in those targeted regions.
Reach families with young children who would benefit from Water Babies’ specialised services.
Water Babies worked with Sky to undertake a detailed profiling exercise, which provided them with in-depth insights into their existing customer base and helped define their target audience on TV. With these insights, Water Babies launched a seven-week AdSmart campaign targeting affluent households with children aged 0-4 living within a specific driving distance from their pool locations. Ads were broadcast across live TV and on-demand content on over 140 channels, enabling high visibility while ensuring the campaign’s local focus.
1,400+ bookings from targeted Sky households.
150,000+ households reached that matched the customer base profile.
32:1 return on investment from households that signed up.
This successful campaign demonstrated how Water Babies could grow their brand and boost enrolments through the power of data-driven TV advertising with AdSmart, reaching the right audience with measurable impact.
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