How to reach today’s and tomorrow’s parents with short video
Parentia’s full-funnel approach using short videos to inform, inspire, and guide parents about the Growth Package.
The challenge
Parentia is the largest payer of the Growth Package in Flanders and the leading private payer in Brussels and Wallonia. They help families access their entitlements, but reaching (future) parents requires a more direct, relatable approach than traditional channels can offer.
The challenge was to make practical, administrative information approachable, engaging, and shareable, while meeting parents where they spend their time online. Parentia needed a strategy that would provide guidance on applying for the Growth Package in a way that felt trustworthy, human, and even enjoyable, making important information accessible, relatable, and engaging for parents.
Our approach
We built a full-funnel social media ecosystem centered on short-form video, with TikTok as the primary launchpad. From there, content is adapted and amplified across Instagram Reels, Snapchat, and Facebook to reach parents wherever they engage most. This strategy is applied across Flanders, Brussels, and Wallonia, ensuring parents throughout Belgium can access the content.
Content ranges from relatable parenting moments and practical tips to quick “did you know” facts and man-on-the-street interviews with parents, soon-to-be parents, and young people. Importantly, our targeting goes beyond just expectant mothers. We reach all family members and tomorrow’s parents, raising awareness about the Growth Package and providing useful information for anyone who may become a parent in the future. This approach ensures that Parentia is not only supporting immediate applicants but also building long-term awareness and trust with the next generation of families.
To maximize impact, we combined multiple layers of activity: brand building to inspire and connect with parents, collaborations with real parents who create authentic content about their experiences, and the production of high-performing creative assets for targeted ads to encourage parents to apply for the Growth Package.
This full-funnel approach ensures parents and future parents receive information in a playful, accessible, and shareable way, creating a genuine community around the Growth Package.
We create content that naturally integrates into any feed. From original productions to repurposed content for always-on strategies or targeted campaigns, we manage everything in-house.
Don't miss out on social commerce. We help you create strategies tailored to this goal while expanding into in-app shopping opportunities (beta), creator partnerships, content creation, and distribution.
TikTok and Reels have become the new Google. With younger generations using these platforms for discovery and solutions first, our mission is to capture their attention precisely where they're looking.
We build social strategies focused on short-form content. From comprehensive TikTok strategies to specialized approaches for creators, shopping, advertising, etc. — whether in an always-on context or for specific campaigns — we’ve got it covered.
We actively engage in conversations with your audience to understand their needs and preferences, fostering a deeper connection while staying reactive to cultural movements.
From defining strategy and budgets to media planning and execution, we ensure your distribution is spot-on when it comes to short-form advertising.
Match and manage, that’s what we do with creators for your brand from start to finish. From small creators to large audiences, and from product-focused UGC packages to brand ambassadors, we handle it all.
We manage your presence and content distribution across multiple key platforms.
We build social strategies focused on short-form content. From comprehensive TikTok strategies to specialized approaches for creators, shopping, advertising, etc. — whether in an always-on context or for specific campaigns — we’ve got it covered.
Imagine thousands of people creating with your brand. That's exactly what’s possible with our co-creation and social AR campaigns. We've organically reached millions, generating over 50,000 pieces of user-created content for brands.
Creative is the new targeting, especially when it comes to advertising assets. We create both ongoing and packaged ads, custom-tailored to align with your business goals.
Impact:
Parentia has become a trusted and recognizable source for parents on social media. Content is not just viewed; it is shared, discussed, and integrated into real parenting conversations, turning practical information into approachable, human stories.
Since the launch of short-video content, applications for the Growth Package have increased, showing that our full-funnel approach not only builds awareness and engagement but also drives real, measurable results.
By combining short-video creativity, cross-platform amplification, and collaborations with real parents with high-performing ad creatives for targeted campaigns, Parentia now drives awareness, engagement, and applications. In collaboration with partner agencies for media buying, we ensured that Parentia’s message reached the right audience, turning it into a trusted partner for today’s and tomorrow’s parents.
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