Aurrum Kids early learning centres in Australia are newly completed, custom designed and the perfect place for kids to learn, grow and make new friends. Launching in Melbourne's local Mornington and Ballarat areas, and as a new brand, Aurrum Kids did not have any prior digital presence. Rocket worked alongside branding agency Squeeze Creative to create a true local presence and launch the brand successfully in a matter of months.
In the midst of the pandemic, Aurrum Kids made the bold move to launch childcare centres in Mornington and Ballart regions of Melbourne. As a new brand, their objectives were clear:
The biggest challenges were to raise brand awareness for centres that were still under construction for the most part of the campaign, hindering any site visits. Moreover, as Melbourne kept going in and out of lockdown during the pandemic, ads had to be switched on and off and updated regularly with fresh messaging and creative, demanding agility across all digital channels.
Rocket recommended a multichannel marketing approach using Google Display, Google Search, SEO, and Paid Social to achieve targets. The campaign was divided into three stages:
Diverse assets with the aforementioned CTAs were promoted across Instagram and Facebook newsfeeds, carousels, Marketplace, and Stories for optimal reach and engagement. Additionally, two unique campaign landing pages for both centres were developed – Mornington and Ballarat.
An Organic Social Calendar rolled out using stock imagery, and later centre images post-opening. A local SEO strategy backed by relevant content creation brought the campaign home by driving relatively free organic traffic to the Aurrum Kids website.
The results have been spectacular! Aurrum Kids Mornington hit 100 enrolments, only 3 months after opening, reflecting the quality of leads driven to the business.
As a new brand, all direct and organic traffic – and conversions – have been a direct result of Rocket's local awareness and lead generation strategies leading up to and post centre grand opening dates.
Executive Director, Aurrum Kids
The creatives used for the campaign were created in collaboration with Aurrum Kids and branding agency Squeeze Creative. Here are some examples of the creatives used.
Rocket Agency has solved digital marketing challenges for hundreds of Australian businesses and run thousands of successful campaigns to deliver tangible business results. Our case studies reflect our digital marketing expertise across industries and channels.
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