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raising awareness in the family market

in class
Oxford University Press

To raise awareness of the Oxford University Press parent resource, My Phonics Kit, ahead of the first, compulsory Year 1 Reading Check, we had to cut-through vocal opposition to the test from teaching unions and literary experts. 

We focused on OUP’s reputation as an impartial and trusted children’s literary resource and made OUP’s social media and online platforms the go-to places for advice.

We reached over 2 million UK parents with media coverage and an interactive Facebook campaign. An 88% uplift in social media interactions were attributed to strong sales on Amazon.


Vista was always on hand to offer counsel or perspective. They kept abreast of the news agenda and influencer sentiment and struck a positive chord with our target audience. We attribute the strong sales with Amazon to an increased awareness of My Phonics Kit online.

Elaine McQuade
Head of Marketing and Publicity, Oxford University Press, Children’s Books