Care For Kids
Child care, taken care of.

The challenge

Care for Kids was a market-leading early learning & childcare comparison website, but as a brand, it was dated and undifferentiated.

Hardhat was tasked with crafting a positioning strategy and a total rebrand across all major touch-points to reassert Care for Kids as the dominant market leader. The new identity had to grow awareness of the brand, and increase search and site traffic amongst both parents seeking care and childcare providers seeking exposure.

Describes our tendency to attribute greater knowledge and influence to perceived authority figures. Brands can leverage Authority Bias to influence prospects and nudge consumers from consideration to action.

Behavioural insight  |  Authority Bias

The solution

Our strategy was to cement Care for Kids in a category of its own - not a childcare brand but a search brand. A brand that balances market-leading search and comparison tools, comprehensive childcare profiles and unparalleled parent traffic with a warmth and understanding that reflects the importance of a parent’s child care decision.

With both the hard work and the heartstrings in mind, Care for Kids truly empowers parents to make the most informed, well-researched, unbiased decision to choose the right childcare. To encapsulate this offering to parents, we created the tagline ‘Childcare, Taken Care of.’ We gave Care for Kids a fresh brand identity with a balance of friendliness and fun, infused with a sense of authority. For the brand guidelines, we developed a playful palette of new colours, a suite of informative icons and graphic shapes, plus a fresh photographic style.

These elements were applied to a fresh website, an OOH campaign, a radio spot and an entertaining 30-second TVC. The spot featured an engaging cast of young ‘childcare search experts’ helping parents to find the right childcare centre from their high-tech search headquarters.

The results

Our campaign positively enhanced Care for Kids’ brand image, lifting the perception of trustworthiness and easy-to-use access to parents and childcare providers alike. The TVC saw brand awareness double, as well as 63% of parent viewers saying they’d consider Care for Kids. On top of that, the spot far exceeded the norms of likeability, memorability and entertainment factors and exceeded campaign objectives.


increase in enquiries
increase in prompted awareness