Oklahoma Human Services Child Care Professionals Recruitment

Integrated Marketing Campaign Case Study


Oklahoma Human Services asked Candor to help recruit more child care professionals and promote a $1,000 employment incentive. To drive awareness and encourage applications, Candor developed an integrated marketing campaign called “Care for Kids.” 


A core component of the campaign was video. We filmed several rounds of videos over a year to ensure content was always fresh and engaging. Every round of filming was heavily informed by the success of previous content. For example, messaging about a child care professional’s impact resonated best with audiences, so we continued down this path. 


To reach as many people as possible, Candor strategically developed the following tactics: 

  • Digital advertising via Facebook, Instagram, Snapchat, YouTube, Google Search, connected TV and Spotify 

  • Traditional paid media via cable TV, radio and out-of-home 

  • Earned media 

  • Influencer marketing 


The campaign was launched in July 2022 and will run through August 2023. Results so far:  

  • 97+ million impressions 

  • 17+ million video views 

  • 3+ million reach 

  • 213,000+ clicks 

  • 31,000+ engagements 

  • 229,000+ landing page views with nearly 18,000+ exits to the job site 

Most importantly, the campaign helped bolster Oklahoma’s child care workforce — Oklahoma Human Services received over 20,000 employment incentive applications.