media
Just Foster / Campaign strategy & creative
The creative behind the enquiries.
The work
beyond them.
Campaign strategy, original creative and Meta management for foster-carer recruitment, with the final client shortlist kept in view.
- Project
- February–April & August–September 2026
- Our role
- Strategy · image & video production · media buying · reporting
582Enquiry records
385Client-shortlisted qualified records
£7.38Media cost per shortlisted record
Two 2026 reporting windows. Period records added, not globally deduplicated people. Qualified does not mean approved as a foster carer. LYM fees excluded.
01 / The approach
Plan the journey,
then make the work.
The work began with the audience, the invitation and the follow-up. We developed the campaign strategy, planned the media buying and management, and produced original image and video creative around different routes into fostering.
For people who had opted in, we also built a landing page carrying a founder-led video sales letter. It gave the business room to explain its approach after the initial expression of interest.
Fostering recruitment has a long journey beyond the initial form. We kept the creative invitation, the client’s screening decision and later agency assessment separate. The campaign report therefore measures enquiries and the final shortlist, rather than treating every submission as a future foster carer.
- Invite. An image or film introduces a specific reason to consider fostering.
- Explain. The lead form and opted-in follow-up make space for more detail.
- Qualify. Client screening establishes which records belong on the final shortlist.
- Review. The report keeps enquiry volume, qualification and media cost distinct.
The follow-up video was part of the wider journey. The combined results below are not attributed to that video or to any single advert.
02 / Creative decisions
More than one way
into the conversation.
Presenter-led films put a human voice to a sensitive subject. Image creative gave individual messages a different pace and visual form. We handled production, editing and sound, adapting the work to the campaign rather than repeating one treatment.
The sibling-led film gives a presenter time to explain the message in a human voice. The door artwork makes a single invitation visible at a glance. These are different ways to introduce a conversation, not evidence that one format produced all the qualified enquiries. The form and follow-up carry the explanation beyond the creative.
The sibling-led film and the door artwork show different messages within the work. They should be read in their own campaign context.
A change of format
Give each message
its own treatment.
The image and presenter film solve different creative problems. One presents a single visual invitation; the other has time to explain an idea in a person’s own voice.
Results belong to the complete reporting periods. These examples show the production work, rather than isolating the contribution of an individual execution.
03 / The campaign record
582 enquiries.
385 shortlisted.
Three campaign flights are recorded across two reporting windows. The final client shortlists contained 385 qualified records against £2,840.37 in exported media spend.
Scroll to compare periods and costs →
| Reporting period | Enquiries | Qualified | Media spend | CPL | CPQL |
|---|---|---|---|---|---|
| February to April 2026 | 322 | 190 | £1,876.50 | £5.83 | £9.88 |
| August to September 2026 | 260 | 195 | £963.87 | £3.71 | £4.94 |
| Combined | 582 | 385 | £2,840.37 | £4.88 | £7.38 |
Export windows: 1 February to 2 April and 23 August to 10 September 2026. These are reporting windows, not a claim about the number of days adverts were active.
Costs use total exported media spend, including engagement and traffic activity, divided by the relevant record count. LYM fees are excluded. Combined costs are calculated from the totals, not an average of rounded period costs.
From submissions to the shortlist. The later export contained 262 rows. Removing two test records left 260 submissions; the existing phone/email duplicate-selection rules reduced these to 249 records. After the documented location review, 195 were qualified, 46 were disqualified and eight remained for review. The qualified count is the final shortlist, not the raw form total.
The later media figure uses the ad-level export: both its summary and detail sum were £963.87. Campaign- and ad-set-level summaries differ by a few pence. Keeping the selected export alongside the calculation makes the £4.94 figure reproducible.
A qualified record is a client screening outcome, not an approved foster carer. Records are added across periods; the total is not a globally deduplicated count of people.
04 / What we learned
Measure the next step,
not just the first click.
The later reporting period recorded a media cost of £4.94 per client-shortlisted qualified enquiry. The combined figure across both periods is £7.38. Keeping the period and definition beside each figure makes the result useful.
This is a documented process spanning creative, buying, follow-up and reporting. The numbers support this campaign record; they do not predict another organisation’s results.
Connected calls, Form F progression and approved carers are further stages in the recruitment journey. They are not interchangeable with the shortlist, and no financial return is inferred from the enquiry figures alone.
The practical lesson is to review the point at which a record changes meaning. A submitted form, a deduplicated record and a client-qualified lead answer different questions. To evaluate the next stage, the client’s contact and assessment outcomes need to be matched back to the same cohort and checked at a stated date.
40+ approved foster carers from the February–April campaigns. At a September 2026 review meeting, Just Foster’s director, Rumaiz Sheikh, directly confirmed that more than 40 approved foster carers had come from those campaigns, with enquiries from that period still being worked through.
This figure was verbally confirmed by the director; LYM does not hold Just Foster’s assessment records. A separate approval or progression count for the 195 qualified leads generated in August–September has not yet been confirmed to LYM.
The client’s view
“Five weeks of LYM’s campaigns filled close to a year of our carer quota, and every lead arrived qualified, tracked and reported. I show these numbers to people myself.”
Rumaiz Sheikh · CEO & Director, Just Foster
Published testimony from the first campaign. The quota statement is the client’s interpretation; other recruitment activity also contributed. It remains separate from the final enquiry and shortlist totals.
Romaan Sheikh, Cofounder · Love Yours Media
Published 18 August 2026 · Updated 23 October 2026