# Cavai tests innovative new approach for the Home Office’s ‘ParentWise’ pilot campaign helping parents and carers in the West Midlands
Author:  Pal Sinha, Barnali 
Author URL: https://financedigest.com/author/pal-sinha-barnali
Published: 2022-05-17
Category: LIFESTYLE
Category URL: https://financedigest.com/category/lifestyle
Meta Title: Conversational Formats Drive Engagement and Decrease Bounce
Meta Description: Find out how Cavai's conversational advertising cloud delivered key insights and engaged parents in a pilot campaign for the Home Office in the UK.
URL: https://financedigest.com/cavai-tests-innovative-new-approach-for-the-home-offices-parentwise-pilot-campaign-helping-parents-and-carers-in-the-west-midlandshtml

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_Conversational formats delivered key insights alongside dramatically improved dwell time and reduced bounce rates_

**London, UK, 17th May 2022:** [Cavai](https://www.cavai.com/), the leading [conversational advertising cloud](https://www.cavai.com/cloud), has delivered a ground-breaking part of a pilot child safety campaign for the Home Office, generating broad engagement from parents and carers keen to support the vulnerable young people in their care. The use of conversational formats allowed the government department to speak to audiences directly, whilst offering personalised choices and delivering valuable insights

The pilot campaign targeted parents and carers in the West Midlands, with Cavai launching conversational display, and native ad placements highlighting the dangers potentially affecting children – from bullying to online grooming and involvement with gangs. The aim was to support parents and carers who had concerns about the child, helping them to [spots the signs](https://www.financedigest.com/keeping-business-safe.html "Keeping your business safe : How to spot the signs and avoid the latest scams") that something may be wrong, signposting to the ParentWise website which contained support and guidance.

[Cavai](https://www.cavai.com/)’s conversational ad formats ensured that each interaction led to a personalised outcome; culminating in tailored advice, guidance and support on the dedicated gov.uk/parentwise site. As a result, the government department was able to drive engaged, qualified parents and carers to a number of relevant web pages, with Cavai’s technology driving dwell time six times longer than average and a bounce [rate 17% lower](https://www.financedigest.com/how-insurtech-is-helping-to-lower-car-insurance-rates.html "How InsurTech is Helping to Lower Car Insurance Rates") than all other media.

The range of personalised interactions also allowed the client to access valuable insights about the target group – for instance, over 50% of [parents said they don’t know what to do when they see](https://www.financedigest.com/like-father-like-son-when-it-comes-to-money-men-more-likely-than-women-to-see-parents-as-a-good-role-model.html "Like father like son? When it comes to money, men more likely than women to see parents as a good role model") their child acting differently, while over 40% stated that they would not recognise signs that might indicate a particular vulnerability.

Display placements were seamless and non-intrusive, with success further amplified [via a partnership with native technology](https://www.financedigest.com/peppermint-technology-revamps-communications-with-via-voice-solution.html "PEPPERMINT TECHNOLOGY REVAMPS COMMUNICATIONS WITH VIA VOICE SOLUTION") platform Adyoulike which enabled mobile placements with maximum relevance. As a result, the [campaign drove powerful insights and engagement across the dedicated](https://www.financedigest.com/a-dedicated-email-campaign.html "A Dedicated Email Campaign") content hub. What’s more, the [campaign was set up in a week and optimised daily to ensure contextual](https://www.financedigest.com/dominos-completes-first-contextual-and-attention-powered-campaign-with-gumgum-and-playground-xyz.html "Domino’s Completes First Contextual and Attention-Powered Campaign with GumGum and Playground xyz") relevance, alongside the agency Manning Gottlieb OMD.

Attique Rehman, Group Agency Director at [Cavai](https://www.cavai.com/), explains: _“We were happy to put our unique creative and conversational formats to such good use in this campaign. With the help of our engaging and privacy-compliant format, we were able to provide a wealth of [information designed to support](https://www.financedigest.com/leading-credit-reference-agencies-launch-industry-wide-information-notice-to-support-lenders-and-consumers-in-gdpr-world.html "Leading credit reference agencies launch industry-wide information notice to support lenders and consumers in GDPR world") parents and carers in safeguarding their child.The [success of this campaign emphasises the power](https://www.financedigest.com/ceo-riggs-eckelberry-of-originclear-discusses-the-power-of-intuition-in-running-a-successful-business.html "CEO Riggs Eckelberry of OriginClear Discusses the Power of Intuition in Running a Successful Business ") of conversational formats which match the creative approach to audience preferences. This is how [advertising should work – delivering](https://www.financedigest.com/cavai-and-mediamath-announce-global-partnership-to-deliver-conversational-advertising-programmatically.html "Cavai and MediaMath announce global partnership to deliver conversational advertising programmatically") relevant, memorable experiences which audiences actually want to engage with.”_

Demos Flouri, UK Government media [account client](https://www.financedigest.com/iris-acquisition-enables-accountants-to-add-greater-value-to-their-clients.html "IRIS acquisition enables accountants to add greater value to their clients") lead at Manning Gottlieb OMD, adds: “ _This_ _conversational campaign showed the power of tailored interactions and advice_. We were delighted with the results. On-site metrics were phenomenal and we will look to leverage conversational formats again, having generated [key insights for future](https://www.financedigest.com/banking-on-the-future-why-payments-transformation-is-the-key-to-success.html "Banking on the Future: Why Payments Transformation is the Key to Success") communications.”

As marketers move away from interruptive formats and seek solutions which personalise communications and generate insights, conversational advertising efforts have helped Cavai’s clients to stand out from the competition and drive [ROI whilst enabling true interactivity and bringing](https://www.financedigest.com/4-ways-moving-office-can-bring-your-business-roi.html "4 ways moving office can bring your business ROI") much-needed humanity to brand communications.

![](https://prod.superblogcdn.com/site_cuid_cm5qst7v3003gwirgwqtxn8i8/images/home-office-image-1736815716389-compressed.jpg)

**For more information:** hello@cavai.com

**About Cavai:**

[Cavai](https://www.cavai.com/) is the leading global conversational advertising cloud working closely with brands, publishers and agencies to enable conversational experiences through Cavai´s proprietary ad cloud technology.

Founded in 2018, Cavai helps marketers deliver conversational ad experiences in display, video and social [buys in the same way](https://www.financedigest.com/5-top-ways-to-buy-ethereum.html "5 Top Ways to Buy Ethereum") as they would normally deliver banners and video ads. With offices across Oslo, Stockholm, Helsinki, Copenhagen, Amsterdam, Barcelona, London, New York, Seattle, Montreal and Singapore, [Cavai supports leading global brands and publishers in conversational](https://www.financedigest.com/cavai-and-azerion-deliver-industry-first-with-conversational-in-stream-video.html "Cavai and Azerion deliver industry first with conversational in-stream video") advertising.

For more [information on how to make advertising great again and be a part of creating the future](https://www.financedigest.com/the-radiology-information-systems-market-shall-be-growing-unabatedly-in-the-future.html "The Radiology Information Systems Market shall be growing unabatedly in the future") of conversational advertising, contact the Cavai team at hello@cavai.com.

[www.cavai.com](https://www.cavai.com/)

**This is a Sponsored Feature**


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