The UK’s Home Office has piloted a child safety campaign with conversational advertising cloud Cavai to generate engagement from parents and carers that want to support children in their care.
The ‘ParentWise’ campaign, rolled out to parents and carers in the West Midlands of the UK, used conversational display and native ad placements so that the Home Office could speak directly to its audience. The ads highlighted dangers that potentially affect children – including bullying, online grooming and gangs – with the aim to help carers spot signs and direct them to the ParentWise website for personalised support and guidance.
The tailored interactions also provided the Home Office with insights about its audience. It revealed that more than half of parents didn’t know what to do when they saw their child acting differently, and four in 10 stated that they would not recognise signs of vulnerability.
Attique Rehman, Group Agency Director at Cavai, said: “The success of this campaign emphasises the power of conversational formats which match the creative approach to audience preferences. This is how advertising should work – delivering relevant, memorable experiences which audiences actually want to engage with.”
Increased dwell time and lower bounce rates
The campaign, which was set up in a week and optimised daily, resulted in a dwell time that was six times longer than average through parents and carers being directed to relevant web pages, while bounce rate was 17% lower than all other media.
A partnership with native tech platform Adyoulike enabled mobile placements with maximum relevance.
Demos Flouri, UK Government media account client lead at Manning Gottlieb OMD, added: “This conversational campaign showed the power of tailored interactions and advice. We were delighted with the results. On-site metrics were phenomenal and we will look to leverage conversational formats again, having generated key insights for future communications.”