Projects
Driving Enquiries and Families in Assessment for a Local Authority Fostering Campaign
Client Overview
Blue Tiger partnered with a UK local authority to support its fostering recruitment activity, with the objective of increasing awareness, driving enquiries, and ultimately delivering more families into assessment.
This was the first campaign Blue Tiger had managed for the client, covering key recruitment periods including Foster Care Fortnight. The activity focused on delivering measurable social impact by increasing the number of families progressing through the fostering journey.
The Challenge
Fostering recruitment presents a complex challenge, requiring both awareness generation and the conversion of high-intent individuals into meaningful outcomes.
The client needed to:
- Increase the number of families entering assessment
- Generate a higher volume of qualified enquiries
- Improve cost efficiency across lead generation activity
- Drive engagement with events designed to educate potential foster carers
At the same time, activity needed to reach multiple audience segments with differing motivations and barriers, requiring a more targeted and efficient approach to media planning and optimisation.
The Insight
Traditional volume-led approaches to lead generation can drive high levels of enquiry but do not always translate into meaningful outcomes such as families entering assessment.
The opportunity lay in adopting a more data-led, intent-driven approach, focusing not just on generating leads, but on driving higher-quality engagement from audiences most likely to progress further down the funnel.
By aligning messaging, targeting and channel roles to different stages of the decision-making journey, the campaign could improve both volume and quality of outcomes.
The Approach
Blue Tiger delivered a segmented and synchronised full-funnel media strategy, combining digital and offline channels to reach priority audiences with tailored messaging while minimising wastage.
Activity was structured to:
- Build awareness among key audience groups including parents, empty nesters and education professionals
- Drive consideration through informative and educational content
- Capture demand through performance channels focused on enquiry generation and event sign-ups
Media investment was strategically upweighted during key recruitment periods, including Foster Care Fortnight, to maximise impact when demand and engagement were highest.
Ongoing creative testing and optimisation ensured activity remained focused on the most effective messages, audiences and formats, continually improving efficiency and performance throughout the campaign.
The Solution in Action
Campaigns ran across multiple channels, working together to build reach, frequency and engagement across the target audience.
Creative and messaging were tailored to reflect different motivations and barriers to fostering, ensuring relevance across audience segments.
Performance was monitored closely, with continuous optimisation applied to audience targeting, creative formats and channel mix. This enabled budget to be focused on the highest-performing areas, improving both lead quality and conversion into families entering assessment.
This approach ensured that activity delivered not just increased volume, but more meaningful outcomes aligned to the client’s core objectives.
Channels & Services Used
Digital channels
- Paid Social
- Paid Search
- Digital Display / Programmatic
Offline channels
- Offline media to support reach and awareness
Services
- Audience segmentation and insight
- Full-funnel media planning
- Creative testing and optimisation
- Performance measurement and reporting
- Campaign optimisation
The Results
The campaign exceeded performance objectives across both volume and efficiency KPIs:
The campaign delivered 32 families into assessment in a single month, representing an 88% increase on the previous high, demonstrating both the scale and effectiveness of the approach.
These results highlight the ability to drive not only increased demand, but meaningful outcomes that deliver real social impact.
Why It Worked
Success was driven by a shift toward a more data-led, intent-focused strategy, underpinned by segmentation and synchronisation across channels.
By focusing on audience quality, aligning messaging to different stages of the journey, and continuously optimising against meaningful outcomes rather than volume alone, the campaign delivered both improved performance and greater efficiency.
This approach enabled the client to achieve record results while delivering tangible social impact through increased fostering placements.
Client Testimonial
“Blue Tiger’s data-led and performance-driven approach has had a real and measurable impact on our fostering campaign. Their continual testing of audiences and creative, combined with a sharp focus on optimisation, helped drive a record 32 families into assessment in a single month — an 88% increase on our previous high. Beyond the campaign results, the social impact has been significant, helping us find safe, stable homes for more vulnerable children.”
Senior Communications and Marketing Lead
