Full-funnel digital campaign drives trial bookings & long-term growth
Overview
Perform used digital advertising to support its peak trading period in September 2024, when many parents seek enriching after-school activities for their children. Working with independent SME agency Smithfield, Perform shifted from a siloed strategy to a more integrated, cross-channel approach to drive free trial bookings.
Channels included programmatic display, paid social, paid search and digital out-of-home (DOOH). Display ads used contextual AI and look-a-like audiences. Paid social leveraged first-party data for exclusions and targeting, while search protected key terms against competitor bidding. DOOH focused on schools with high engagement and targeted ads to school drop-off and pick-up times.
Killer stat
Results
The campaign delivered a 200% increase in free trial bookings while reducing cost per acquisition by 15%. Improved attribution revealed the full value of each channel, and brand favourability rose among the core parent audience. Perform also saw an uplift in customer lifetime value, demonstrating the long-term impact of a more strategic digital approach.
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