School rocks! KinderCare drives fall registrations with a content-rich microsite and influencer campaign

PROJECT OVERVIEW: The back-to-school season is a busy business season for retailers—and a peak enrollment period for KinderCare. With digital optimization partner Sq1, my team developed a content-rich back-to-school microsite and campaign.

Our strategy included a social media campaign to solicit first-day-of-school pictures from KinderCare families, blogs with custom photography, and education stories that focused on KinderCare differentiators. We partnered with some 20 family influencers in key markets and asked them to write abut the first day of school.

The result? Hundreds of photo submissions from families, which we then repurposed for social media. Engagements, traffic, and goal completions all exceeded plan.