Cultural Care Au Pair
My role | Creative Direction | Brand Strategy | Design
Brand Stewardship
I led the effort to unify Cultural Care Au Pair’s brand within EF Education’s brand hud, transforming it from a static experience into something more interactive and engaging. We introduced video and animation to break up content and treated the main page as an expression of the brand’s vibe, not a text heavy intro. The system was then restructured into clear, intuitive subpages that tell a cohesive brand story.
Strategic State Campaigns
Within a month of starting at Cultural Care, I noticed that we were using a single campaign to target all potential host families in the US. To remedy this, I proposed a more targeted approach.
I believe that successful campaigns lower the barriers to decision making through targeted creative and authentic storytelling. Our country has a vast variety of childcare needs from state to state. Sometimes, with states as large as Texas, there are varying needs from zip-code to zip-code. We have to reach host families with materials that speak to THEIR lifestyle and THEIR specific needs for an au pair.
Our first focus states were Texas and California. We worked with local childcare consultants in the area to identify the needs of their host families. They ranged from a second set of hands to help get the kids to practice on time to in-home cultural enrichment. With that data, we developed an integrated campaign that included Meta placements, CTV, PR pushes with local affiliates, retargeting ads, lead nurture campaigns and custom landing pages.
The results of the campaigns were powerful. We saw in increase in engagement, landing page traffic and most importantly, leads. The campaigns were so successful that they were expanded to Washington State, Illinois, and the Mid Atlantic.
In addition to designing and directing the host family creative, I led our au pair focused Zurich team. Together, we amplified the brand to connect with younger audiences worldwide.
I both direct and shoot the imagery that populates our creative. The shots are authentic, photojournalistic and show the real impact of an au pair. This allows families to immediately see themselves in the images.
Newborn Campaign
Both parents need to feel like they’re doing a good job at work AND at home. So when it comes to childcare, we turn to our closest circle of friends for trusted valuable advice. This campaign concept embraces the idea of the group chat by using the speech bubbles from our brand to frame testimonial quotes and program information that reassures and address the concerns of new parents.
This campaign is geared towards new parents—since we know this is a critical moment in thinking about childcare – whether they are expecting their first child or growing their family. The campaign demonstrates how an au pair adds value,, and makes those first years easier for the whole family.
