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.
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 rather than treating all interactions as the same outcome.
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.
Recorded activity
| Measure | Figure | Scope |
|---|---|---|
| Google Display impressions | 3,144,878 | Display exposures |
| Search-attributed resource actions | 697 | Website visit followed by an external support/resource click |
| YouTube views | 331,156 | Platform-reported viewing activity |
| Website-tracked quiz completions | 301 | Website-recorded completions |
Figures cover the January–June 2026 programme. They measure separate channel and website activities.
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 reporting covers campaign engagement: advertising exposure, resource actions, video views and website quiz completions.
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.
References
- Byte Digital: NHS preconception campaign case study.
- Byte's source-led NHS preconception content plan, based on the January–June 2026 campaign report. Figures cover the programme's recorded channel and website activity.