2,700+ educators.
$8–10 per sign-up.
A Sydney AI company launched an early childcare educator platform and needed to reach a highly specific professional audience nationally. We built the acquisition engine and signed up over 2,700 educators across Australia at $8–10 per sign-up.
01 — The Problem
A genuinely innovative product. A hard-to-reach audience.
Early childcare educators are not a typical digital audience. They're working in centres, not scrolling LinkedIn. They're time-poor, device-constrained at work, and historically resistant to technology adoption in their sector. Reaching them at scale — let alone convincing them to sign up for a new AI tool — required a fundamentally different approach.
The product itself was compelling: an AI platform that could handle documentation, observations, and reporting tasks that currently consumed hours of an educator's week. The challenge was getting in front of the right people and communicating the value in terms that mattered to them.
Generic B2B acquisition playbooks wouldn't work here. The audience required genuine understanding of their professional context, their pain points, and the regulatory environment they operated in.
02 — Our Approach
Meet educators where they actually are.
We built an acquisition strategy grounded in deep understanding of the early childhood sector — its communities, its language, its professional pressures.
Audience mapping. We identified where early childhood educators actually spend their time online: Facebook groups, professional communities, sector-specific forums, and Instagram accounts centred on early learning environments and documentation practices. These became our primary targeting contexts.
Pain-first creative. Rather than leading with AI technology (which can generate scepticism in non-tech audiences), we led with the problems educators recognised immediately — hours spent on documentation after centre hours, regulatory observation requirements, time away from children due to paperwork. The product was positioned as giving time back, not introducing complexity.
Social proof at scale. Early adopters became advocates. We built UGC-style creative from real educator testimonials and in-app screenshots that resonated with authenticity. Educators trust other educators — not corporate marketing.
National campaign structure. State-by-state targeting allowed us to adjust messaging for regulatory differences across jurisdictions while maintaining consistent brand positioning and CPS discipline throughout the rollout.
"We had a product educators needed but didn't know existed. RH figured out how to reach them, speak their language, and convert at a cost that made the whole thing viable at scale."
03 — The Results
2,700+ educators. Nationally. At $8–10 a sign-up.
The campaign acquired over 2,700 educators across Australia at a cost per sign-up of $8–$10 — well below what comparable professional software acquisitions typically cost in Australia.
More importantly, the user base is active. These aren't inactive free-tier accounts — educators are using the platform to reduce documentation time, meet compliance requirements, and improve the quality of their observations and programming.
The foundation is now in place for the next phase: scaling beyond early adopters into the mainstream early childhood sector, where the total addressable market is significantly larger.