The Challenge
Motiv8 Sports runs sports programmes and holiday camps for children. The audience for children’s sports programmes is parents, not children. The campaign had to reach parents in the right locations at the point when they are planning holiday cover.
Our Approach
We built a small parent-focused creator list.
- 10 creators were agreed, all parent accounts with children in the target age range
- Selection was geographic, matched to the areas where programmes run
- Content showed children actually taking part, which is what parents look for
- Content was reviewed against brand guidelines and child-safeguarding requirements before publication
A small parent-creator list reached the actual decision maker directly, which broad reach would not have done.
The Results
10 parent creators reached an audience of 243,742 at a 3.7% engagement rate.
Briefing for the Person Who Books, Not the Person Who Plays
Children’s sports and holiday-camp programmes are bought by parents, so a campaign aimed at reaching children directly would be talking to the wrong person entirely. Building the creator list around parent accounts rather than youth or sports-influencer accounts reflects that: it’s a smaller, more deliberately filtered pool of creators than a general sports campaign would use, but it’s the pool that actually contains the buying decision.
Why Safeguarding Sits Alongside Brand Approval
Content involving children carries a review step that most influencer campaigns don’t need: every piece was checked against child-safeguarding requirements as well as the usual brand-guideline approval before it went live. That extra layer doesn’t show up in the results numbers, but it’s part of what a campaign in this category has to get right before reach or engagement matter at all. The 243,742 audience reached and 3.7% engagement rate that resulted describe how many parents in the target geography saw and reacted to content showing children actually taking part, a visibility figure for a school-holiday booking decision, not a claim about how many places were filled.
