From perfection…
To balance.
Primrose Schools
The challenge: Primrose Schools, a leader in early education, needed a unifying platform that could both elevate brand awareness and drive franchise demand. While research confirmed that ages 1–5 are critical for brain development, our team uncovered a deeper emotional barrier: parental guilt. For working millennial parents, the pressure to “do it all” left them feeling uncertain about their choices — especially when it came to childcare.
The target: Millennial working parents.
The Insight: Parents didn’t need more proof points about developmental science. What they needed was emotional reassurance. They wanted to feel that choosing Primrose wasn’t an admission of guilt, but an act of love.
The Approach: Shift the narrative from “perfection” to balance. Instead of focusing on the parental struggle, we celebrated what happens when a child grows up surrounded by both love and learning.
We positioned Primrose as a partner that nurtures the whole child — academically, emotionally, and socially, while supporting the whole family.
The hero creative followed the story of children thriving through curiosity, empathy, and confidence… qualities born from the partnership between parents and Primrose.
The Results: By moving from information to inspiration, the campaign gave parents permission to feel proud of their choices and gave Primrose a powerful new platform to grow from.
+6% YoY national enrollment increase
Lowered cost per inquiry (CPI) across franchise markets
Strengthened brand favorability and emotional connection among working parents