Fostercarers.com is a free application and information service designed to raise awareness about fostering and to dispel many of the myths that surround it. Their aim is to recruit as many foster carers as possible to fill the current shortage of over 9,000 fostering households in the UK alone.
Disciplines: Account Management, Design, Asset Creation, Animation, Paid Social
To establish the best way to get people to engage with Fostercarers.com advertising, with the main objective being to help drive a consistent monthly flow of people making enquiries about fostering.
Due to the sensitive nature of the industry, their advertising had to follow strict guidelines regarding the creative and copy.
Through A/B testing we identified the most effective way of driving foster carer enquiries was through the use of lead generation adverts on Facebook.
We created bespoke on-Facebook forms with leads passed onto the fostercarers.com
Our monthly Facebook video ads created a simple eye-catching animation with inspiring copy. Our data analysis refined the audience and geo targeting and helped reduced wastage, maximise ROI and kept the delivery insight ratios positive.
By identifying that women aged between 35 and 64 were most likely to enquire about becoming a foster carer we were able to narrow the campaign targeting and ensure ROI was improving on a month-on-month basis.