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A learning curve

Finding needles in a haystack.

Bright Horizons finds schooling solutions worldwide, for both corporates and families.

It’s the UK’s leading childcare provider; but handily we were asked to drive brand awareness and kick off a long-term recruitment strategy in India - where previous strategies have failed.

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We had to find the perfect people in a population of (give or take) 1,367,097,934 - the second biggest in the world.

They had to be female, with very particular qualifications, in a country of almost 3million km2, where not all women drive, and where the median age is very young, at just 27.

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What we did

We needed to tap into the vast passive market, and fast!

So we got a bit naughty. After all, would you go looking for a needle in a haystack without at least a magnet?

As part of the campaign we actively targeted education professionals already working for other employers with our social campaigns - that way we could be sure candidates at least held teaching qualifications and understood the sector.

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Did it work?

It worked - because we got super-clever!

On top of great media buying, we used our own programmatic software to control spend, making sure we brought in the perfect number of pre-qualified candidates, not simply clicks or enquiries - before we turned the spend off.

As a result, Bright Horizons went from zero to hero - from no good quality applications to the high quantity we delivered. And from these, they continue to fill all their roles - in fact they even had to create new ones as we actually over-delivered too many great candidates. Who would've thought...


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