Little Forest
"Trial classes weren't filling — and parents weren't engaging with our ads."
Client Overview
Little Forest is a play-based enrichment centre for children aged 8 months to 3 years, with three locations across Singapore. Their programmes combine STEAM activities, bilingual learning, and sensory play for infants and young toddlers.
Goal
- Generate qualified leads from parents of children aged 0-3
- Drive trial class registrations across all three locations
- Keep CPL efficient and scalable
Our Approach
Audience targeting built around parental intent
Layered interest targeting around early childhood education and parenting, with lookalikes built from existing trial class registrants.
Creative led by the child's experience
Emotional-first creative focusing on play and curiosity consistently outperformed feature-led ads in both engagement and conversion.
Trial class as the single conversion point
Driving to a trial rather than full enrolment reduced friction and improved conversion rates significantly.
Results
- 900+ qualified leads generated
- CPL reduced to SGD $30
- Consistent lead volume across all three locations
Why It Worked
Parents choosing an enrichment centre are making a trust decision. Leading with the child's experience and lowering the commitment barrier meant the leads that came in were already the right fit.