Case Study: Welsh Government boosts Childcare Offer awareness and uptake with Freshwater

Welsh Government boosts Childcare Offer uptake to 65% with Freshwater

Freshwater was engaged by the Welsh Government to develop a bilingual marketing campaign aimed at increasing awareness and uptake of the Childcare Offer for Wales. The challenge was to encourage eligible parents to apply for the offer, with a specific target of achieving a 65% application rate to help parents return to work and boost their disposable income.

Freshwater implemented an integrated campaign using marketing strategy, advertising, and digital marketing. The solution targeted two key audiences with tailored messaging based on behavioural theory, utilizing radio, TV, cinema, and digital ads. The results were excellent, with eight Welsh counties hitting the 65% uptake target. The campaign also generated over 600,000 impressions in its launch month and significantly increased search volumes for the offer's key messages.

Welsh Government