How Aurrum Kids Launched Successfully During Melbourne’s Lockdown
About Aurrum Kids
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.
Challenge
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:
- Generate a high level of brand awareness among the local target market
- Drive 50+ enquiries MoM 6 months before opening day
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.
Solution
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:
- Pre-Centre Opening Phase 1: To generate local interest before the centre opening amongst parents who were looking for or considering a childcare centre for their children. The goal here was to generate a waitlist.
- Pre-Centre Opening Phase 2: This stage of the campaign promoted the centre's opening dates, encouraging parents to 'enroll today', 'book a tour' or 'learn more' about the facilities.
- Post-Centre Opening: This stage encouraged parents to 'enroll now' while seats were filling fast.
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.
Outcomes
1.5 Million
Ad impressions
#1
Search Rank for “childcare mornington”
40%
Decrease in CPA in 120 Days
Result
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.
- Branded Search drove ~100 enquiries at low CPAs, for a brand that didn't exist 12 months ago.
- Aurrum Kids dominated non-branded search in Mornington. We are ranking number 1 in for “childcare mornington” a keyword which has over 100 searches p/m.
- We achieved over 1.5 million ad impressions, introducing Aurrum Kids to over 9,000 new site users in a matter of months.
- In the first month, we surpassed our enquiry targets by 33%. By month 3 from launch, we surpassed targets by 57%. These are particularly strong results considering the effects of COVID-19 on the childcare industry in Melbourne.
- We saw a notable improvement across all variables, particularly the CPA, which dropped by 40% within 4 months of the campaign.
Our Award Wins
- Finalist 'Best Local Campaign' APAC Search Awards 2022
- Finalist ‘Best Local Campaign’ SEMRush Awards 2021
- Finalist ‘Best B2C Campaign’ SEMRush Awards 2021
"Rocket’s assistance with local campaigns at Mornington and Ballarat have made a great contribution to brand recognition for us as a new company which we are seeing translate now to word of mouth referrals within the community. Thanks Rocket!"
Lynne Dixon
Executive Director, Aurrum Kids
Creatives
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.
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