Capstone Foster Care
The Brief
Capstone wanted to target a specific location and demographic with this particular video campaign. Saiqa as a foster carer was a great way to achieve this with her warmth and inspirational nature!
Concept, Production & Delivery
We decided early in our pre-production that it would be great to have one of the films in the social media video campaign voiced in Urdu, and luckily for us, Saiqa spoke the language! This was an important part of the campaign, as in the South London Borough of Newham, the Muslim demographic makes up 34.8% of the population, speaking predominantly Urdu. With this being a key area for the increased interest in fostering, we felt it was important to make content that felt relatable and reflect the area and people of the community. Within our interview with Saiqa, she spoke about how many people within the muslim community that she knew who were becoming foster carers - including her own brother and next door neighbour! All taking inspiration from Saiqa. We knew she’d be the perfect inspiration for others too, and so we crafted 5 social films to be used as targetted advertising, making sure that they were seen by the key audience.
The Outcome
Saiqa’s film made a brilliant start, drawing an impressive number of views within just a couple of weeks, all through organic interest. At that stage, it hadn’t even been added to the client’s website yet. It was subsequently seeded into Muslim fostering pages and featured in the client’s newsletter, in which there were 6 click-throughs to watch the content within the first 24 hours. That early engagement showed real momentum and strong potential for even wider reach as promotion continued.
Content creation with purpose.
What Our Customers Say
From the outset, the Main Media team understood our aim to add storytelling to the project experience. The team went over and above for Havens Hospices. They took time to understand the cause and why it matters to our community, which shone through the final films.
Amy Dearing / Director of Fundraising & Marketing
The entire process, from start to finish, was seamless, thanks to the efforts of the whole Main Media team. What stood out most was how well they understood our brand and how they made the families involved in filming feel at ease.
Alicia Bannister / Marketing and Communications
The team was incredibly friendly, and I had complete confidence in their ability to deliver the vision we had in mind. They fully understood Ipeco and it was clear they connected with our brand, which made the entire process smooth and enjoyable. We couldn’t be happier with the final result.
Jenna Starr / Marketing Manager
The whole team are professional and friendly, their approach helps even the most nervous people feel at ease and they produce heartfelt authentic results.
Sarah Carter / Marketing Manager
From the outset, the team demonstrated a real understanding of our vision. They brought a high level of creativity, professionalism, and attention to detail, consistently offering valuable ideas and suggestions throughout the process.
Greg Rawles / Marketing Manager
Simply, they know exactly what they are doing. Give them the brief and they do the rest. No fuss and the end result is always professional and well executed.
Denise Rossiter / CEO
The team are brilliant. They are creative and so easy to work with. They find solutions to problems and ill thought out filming areas (Science Museum flashback!). They turn things around really quickly, are very high quality, provide creative input and are really cost competitive. They are also adept at working with people at all levels and making even the most nervous interviewee feel comfortable
Jillian Murphy / Marketing and Communications
