The South East London preconception campaign connected paid media, creative, multilingual information and a mobile-first destination. Byte brought campaign strategy, creative and digital delivery together to make preconception information more accessible.
Context and objective
The January–June 2026 programme sought to make preconception guidance easier to understand and act on. It combined broad awareness with people actively seeking information, with attention to priority communities and partners as well as the principal audience.
The audience plan included younger women, IMD-priority areas and partners who could support pregnancy planning. That gave the campaign several relevant starting points: someone searching for advice, someone encountering the subject for the first time, or a partner helping them find information.
Byte's work
Byte’s work included strategy, paid media, campaign creative, a landing-page experience and measurement. Search, Google Display, Meta and YouTube played different roles. The campaign used awareness, education and practical-action phases.
Search responded to an existing information need. Social and Display introduced the subject, professional-led video explained it, and later creative connected the guidance with practical next steps. The phases overlapped so people could continue to find the resource while education and action messages developed.
Information and creative
The Plan for Baby destination supported English and six other languages: Spanish, French, Portuguese, Romanian, Polish and Nepali. Translated Meta awareness activity reached Spanish, Nepali and Romanian audiences.
The creative included static and responsive material, healthcare-professional video, quiz activity and case-study content. The website connected visitors to relevant information and support resources.
The multilingual destination continued the information journey beyond the advert, keeping language access part of the website experience as well as the media plan.
Mobile-first campaign landing page
Byte designed and built Plan for Baby, the campaign landing page (opens in a new tab), to bring the advertising and preconception information into one mobile-first journey. People arriving from search, social, display and video could read practical guidance and follow links to trusted information and local support.
The page gives the campaign a destination beyond the advert: clear topics, information for partners, and routes to further help. Its seven-language approach carries the campaign's language planning through to the website.
Explore the live Plan for Baby landing page (opens in a new tab) on a phone or desktop. Byte's main-site case study also shows the mobile page alongside the campaign creative.
NHS design and accessibility in practice
Byte developed the destination around NHS campaign branding and guidance, with accessibility informing the content and mobile layout. The page carries the South East London NHS identity and makes approved guidance available as readable web text.
Concrete features include:
- Clear topic sections: “Top tips”, “Managing long-term conditions”, “Your partner's health” and “Local support” let people find the information relevant to them.
- Short, practical content: individual tips break the guidance into manageable points, with links to further information when more detail is needed.
- Descriptive links: labels such as “NHS stop smoking service” and “Advice and support from King's College Hospital NHS Foundation Trust” explain the destination.
- Mobile reading: text and content sections adapt to a narrow screen, keeping the guidance and support links in a vertical reading journey.
- Keyboard navigation: a “Skip to content” link provides a route past the surrounding page structure.
- Language access: the language selector offers English, Spanish, French, Portuguese, Romanian, Polish and Nepali, supporting the campaign's multilingual approach.
The page connects people with the NHS, Tommy's, Healthier Together and local support services. It carries the campaign message through to a useful destination, rather than leaving the audience to find the next step themselves.
Why the campaign included a quiz
The quiz invited people to read, consider the guidance and choose answers. Byte uses this kind of interaction with the aim of helping people remember useful information and support options when they need them later.
Byte sees strong quiz participation across its campaigns and designs around people's enjoyment of interacting on social media. A short quiz turns the information into something people can take part in, with a clear route from the advert to completing the activity.
In this campaign, the quiz gave the audience an active way to explore preconception guidance after encountering the awareness and education messages. It connected the creative sequence with an opportunity to think through the information and take part.
The Pharmacy First campaign, which achieved £1.48 per completed quiz, applies the same creative rationale to remembering a service and when it could help.
Selected engagement results
| Measure | Result | Scope |
|---|---|---|
| Search-attributed resource actions | 697 actions at £8.55 per action | Website visit followed by an external support/resource click |
| Website-tracked quiz completions | 301 | Completed quiz recorded through the website |
Figures cover the January–June 2026 programme and are also published in Byte's main-site case study. Each cost relates to the named action and its corresponding campaign activity.
Measurement scope
Website analytics recorded quiz completions independently of Meta attribution, reflecting the campaign's health-data sharing requirements. Search actions followed the platform's attribution model. Each channel's audience figures retain their own scope.
The report records Google tracking for website traffic, engagement, button clicks and outbound resource links. Meta event tracking became unavailable for conversion optimisation and reporting under the platform's health-related data-sharing restrictions. Byte therefore used website engagement and the available platform delivery measures to evaluate the relevant activity.
These selected results show people continuing into supporting information and completing an interactive activity.
Relevance to other work
The case illustrates connecting channel roles with an accessible destination, maintaining language distinctions and connecting campaign activity with clearly defined results. The detailed planning implications are discussed in NHS marketing and measurement.
The NHS App campaign record documents another mobile-first destination built by Byte, including the distinction between a tracked download-button click and a confirmed app installation. The medicine-wastage case study shows how a clear creative sequence can carry a practical health message across multiple advert formats.
References
- Plan for Baby: campaign landing page designed and built by Byte Digital (opens in a new tab).
- Byte Digital: NHS preconception campaign case study.
- Byte Digital's July 2026 preconception campaign report, ID SEL 053, covering January–June 2026. Figures cover the programme's recorded channel and website activity.
- Live Plan for Baby page reviewed on 20 October 2026 for the design and content features described above.