The Challenge
Role Models is an impact-driven education provider focused on life skills, social and emotional wellbeing, and dynamic thinking for young people. Because their programmes are experience-led, traditional PR and advertising consistently fell short of conveying the real value of attending a course. Word-of-mouth and authentic creator content were the natural route to reaching the parents of their target age groups.
The task was to communicate Role Models’ core belief — helping young people flourish through youth and into adult life — through voices parents already trusted.
Our Approach
Terrier Agency designed and executed a localised influencer outreach campaign focused on London, where the core Role Models courses were held. Parenting and motherhood creators were identified and mapped, then cross-referenced against the specific child age groupings each course catered to.
Influencers were approached in tailored waves and offered free places on Role Models courses for their children in exchange for coverage on their channels — a genuine experience-first incentive rather than a paid endorsement.
- Localised targeting matched to live course locations in London
- Waves segmented by the child age groups each course served
- An open-ended creative brief, letting each creator document the experience in the format that suited their channel
The Results
The open-ended approach to content creation proved highly fruitful. Participating families produced a wide and diverse range of authentic perspectives across multiple formats, communicating the impact of Role Models’ programmes far more effectively than a conventional press campaign could.
By putting real experiences in front of the right parents, the campaign gave an experience-led offering the authentic advocacy it needed.
