Koru Kids

“We’re building the world's best childcare service for modern families.”
Rachel Carrell
Founder & CEO | Koru Kids

Hands up who wants to be a nanny?

When students think about getting a part-time job, they don’t think about being a nanny and that became a problem for Koru Kids. In July 2018, we began our partnership with Koru Kids to help them create a brand that appealed both visually and emotionally to students. Our goal was to make becoming a nanny a top choice for a student job.

Nothing lights up the mind like play

All the nannies we interviewed have big ambitions in life – and they all look forward to looking after the kids because it takes their mind off all the worries and anxieties surrounding their day-to-day student life. When asked what things they did with the kids the common theme was playing and getting creative.

 

This insight inspired us to create a campaign that brought to life all the weird and wonderful things nannies do with kids to show that it’s actually a pretty awesome job.

10
interviews with student nannies
2
hour immersion workshop

Turning work into play

The idea was to bring a few of the playful things nannies do with kids to life and make them sound like proper job roles by adding Director, Head or Chief to the title.

We casted over 20 Koru Kids nannies who’d never modelled before to take part in the campaign. With only one day to shoot and three storylines to bring to life across print and video – we had to move fast.

We had a blast! Every single nanny brought a huge burst of energy to each story and weren’t afraid to get their hands dirty – giving the campaign an authentic personality that nobody can ever replicate.

A distinct look and feel that stops thumbs

Part of our goal was to create a thumb-stopping look and feel, so we evolved their brand guidelines by adding a set of vibrant secondary colours. These amplified the way content showed up on student campuses and in social newsfeeds.

To make it worth sharing, we brought three nanny stories to life using GIFs and videos. These ads are running right now at university campuses across the UK and on Instagram, Snapchat and Facebook.

The proof is in the pudding

Since going live in September, so far the campaign has:

  • Helped Koru Kids recruit 15,000 students in September and October
  • Increased CVR on Instagram from 16% to 21%
  • Increased swipe up rates on Snapchat from 0.93%-0.98%

The campaign will continue to run till Q1 2019.

A few words from them about our journey together, so far

Amazing creative can’t happen without amazing relationships.

We never look at projects through a short-term lens, we only ever look at them through a telescope – making us creative partners with a single vision.

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Flamingo Punk work incredibly fast and they understand the chaos that sometimes goes on behind the scenes of a scale-up brand. They really listened to us and understood our customer insights and as a result, the creative completely exceeded our expectations…. The feedback from customers has been extremely positive. I'm so proud every time I see one of our Instagram Ads.
Rebecca Hamilton
Head of Marketing

Fly with us

We can adapt fast, move like the wind and make amazing stuff happen before you blink.
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