Gohenry​
The GoHenry campaign delivered outstanding results, increasing retention and turning sign-ups into paying members, demonstrating the strength of the Kids Pass proposition as a relevant, high-value customer reward.
Client:
Gohenry
Date Completed:
September 2025
Project:
Kids Pass
Objectives
- To drive new customer acquisition and support continued growth for GoHenry.
- To provide a relevant, family-focused added-value reward that would appeal to the GoHenry customer base.
Strategy
The strategy focused on providing a relevant family reward that aligned with the GoHenry audience, using Kids Pass memberships as a test-and-learn initiative to assess customer response. Customers who opened an account received a unique URL via email to redeem their membership, with the end-to-end journey co-branded across GoHenry and Kids Pass to create a seamless customer experience. The campaign was further amplified through a TV advert alongside supporting social media activity, helping to drive awareness and engagement with the reward.
Results
The campaign demonstrated strong audience alignment between GoHenry and Kids Pass, enabling families to save on days out while providing additional value through their GoHenry account. The promotion delivered an 18%+ uplift in sign-ups converting to paying subscribers, alongside a 20% higher sign-up response rate compared to BAU activity. The campaign also had a positive impact on customer retention, with a 49% improvement in hard churn metrics for customers who signed up via the Kids Pass promotion compared to those who did not. These results highlighted the value of a relevant, audience-led reward in supporting both customer acquisition and longer-term engagement.
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