Our approach was authentic. We were fans of the service (one of our team had signed up to use it with their children) and got in touch to see how we could help them. We agreed to work with them for a month to show what we wanted to do. Twelve months later and we are still working with them!
We changed the way goHenry was telling its story to the press. We simplified the messages and switched the focus to a case study based campaign. Knowing parents are the best role models for other parents, and that goHenry had a strong community for us to leverage, we wanted to use existing goHenry members to talk to prospective members about the benefits of the service.
This ‘parent to parent’ approach worked and the results were immediate. Our campaign racked up over 98 pieces of coverage, 48 % of which were in national newspapers – including regular double page spreads in nationals such as the Mail on Sunday and Daily Telegraph. We helped further credibility and trust for goHenry and were part of the marketing mix that saw goHenry double its customer numbersand become the clear UK market leader. All of this was done in just twelve months.