The Challenge

Raisin savings marketplace with seven dedicated country platforms in Germany, Austria, Spain, the Netherlands, the UK, France and Ireland. They came to us looking to increase their brand awareness in Spain and the Spanish media, while also boosting their organic rankings. We wanted to create campaigns that revolve around all the different reasons people save money: one of them being having and raising a child.

The idea

The decision to have a child has far-reaching implications that extend beyond just the financial aspect. Unfortunately, many people find it challenging to bear the costs associated with raising a child.

We were aware that there is an ongoing discussion in Spain about the difficulties young people are facing when buying a house, having children, or affording the rising cost of living. We seized this opportunity to initiate a debate and look at the actual breakdown of expenses involved in raising a child in Spain.

We produced a data-led campaign that calculated the cost of having a child in Spain, from their date of birth to their emancipation. How much do parents spend on food, clothing, celebrations or education?

As an additional angle, we also compared the different efforts men and women would have to make to cover the costs of the first year of raising a child, based on typical salaries.

The results

This campaign did not only land us 57 media placements that included major Spanish publications such as ABC, El Economista and La Vanguardia, it also gave us the opportunity to get our client mentioned in both national and regional television (including programmes in La Sexta with more than 1.2 million viewers) as well as spark a debate across social media. It gathered over 8,000 social shares on various social media platforms, generating significant engagement across different channels.

25 links | 48% followed | Average DA of 52 | campaign landed on a big national television and one of the biggest publications in Spain

SOME SEO insights

Raisin’s visibility in the last 5 years