The Company

Edenred is a French company specialised in prepaid corporate services providing solutions used by 44 million employees worldwide. Its offering covers: employee benefits, fleet and mobility as well as corporate payments.

The Challenge

Childcare vouchers are used by over 800,000 working parents, through thousands of participating companies in the UK. Vouchers can save parents an average of £933 every year (up to twice in some cases). However, a substantial number of small and medium businesses were not aware of this opportunity. To participate companies needed to sign-up to the scheme, in time for the deadline set by the government, otherwise employees would have missed out.

The Outcome

After careful study of the market and audience, we developed a paid social campaign on Facebook, targeting specific demographics, age and gender. We refined our ad copy by tailoring it to each specific audience group, and clearly defining the objectives of the ads. We then proceeded to design a landing page with three distinct call-to-actions:

• One, urged users to download an informative ‘guide for employees’ that they could share with their employers
• Another, asked the audience to make use of ready-made email templates they could forward to their bosses
• And the third one, encouraged users to fill in an online form with specific information that Edenred could send directly to their employers

The landing page was optimised for conversions, whilst giving users a clear and easy choice of action.

Results

• 90% increase in conversion rate
• Delivered an excellent conversion rate of 9.5%