About Us | Playground Digital - Family-First Marketing Partner

Built on Family-First Expertise

After years of marketing to families, we saw a gap. Brands serving families — in childcare, education, family health, products and services — deserve a partner who genuinely understands parents. Not a generalist juggling dozens of unrelated industries.

We understand the unique challenges family-focused brands face: hyper-local competition, complex parent decision journeys, and the need to build trust in an increasingly noisy market.

We help brands that serve families reach the right parents and generate consistent enrolments. Every campaign, every creative, every strategy is built with families in mind.

The Partner Difference

There's a reason we say partner, not agency. Here's what that means for you.

Direct Access

Typical agency: Your questions go through an account manager who relays them to the team.

With us: You work directly with the person running your campaigns. No layers, no delays.

Family-First Only

Typical agency: Juggles 50 clients across retail, hospitality, finance, and everything else.

With us: Family-focused brands are all we do. Every insight, every benchmark, every strategy comes from this space.

Results, Not Clicks

Typical agency: Reports on impressions, clicks, and CTR. Looks great on paper.

With us: We track leads, enquiries and enrolments. Your success is measured by more parents choosing you.

Meet the Team

Hands-on operators with the agency depth to back the strategy. No account-management layers, you talk to the people doing the work.

Elaine Liaw

10+ years of digital marketing experience with well-known Australian and global brands, from baby food and family health supplements to one of Australia's largest childcare platforms. She channels that big-brand rigour into performance campaigns that turn brand reach into real enquiries for family-first brands.

Em Hewitt

10+ years across B2B, B2C and DTC, specialising in full-funnel paid social and Google. Award-nominated work and a track record of turning ad spend into real, measurable enquiries, now focused on driving enrolments for family-first brands.

Our Approach

We believe in three core principles that guide everything we do.

Data Over Opinions

Every decision is backed by data. We measure what matters and optimise relentlessly.

Quality Over Quantity

We focus on qualified enquiries from families who genuinely align with your brand.

Outcomes Over Vanity

We track results, not just clicks. Success is measured by more parents choosing you.

We Understand Your Challenges

The market for family-focused brands is noisy and competitive. Australian parents are researching more thoroughly than ever before.

Hyper-Local Competition

Parents have more options than ever, creating a crowded landscape where standing out is critical. We help you differentiate on what matters.

Complex Decision-Making

Beyond price and convenience, parents weigh safety, philosophy alignment, and quality of care or service. We craft messaging that addresses every touchpoint.

Digital Fragmentation

Key information is spread across websites, Google, social media, parent forums, and review sites. We create a cohesive presence across all channels.

Measuring What Matters

Clicks and impressions don't bring more parents through the door. We help you focus on the metrics that actually drive enquiries, enrolments and brand growth.

The Parent Journey

We understand how parents find and choose family-focused brands. Our strategies are built around this journey.

NEED / ANXIETY

Discovery

Parents discover your brand via social, Google Ads, or local search.

EVALUATION

Consideration

They check your website, photos, and reviews for the "feel".

BUILDING TRUST

Experience

They book a tour, meet your team, and experience your brand first-hand.

RELIEF / JOY

Decision

Enrolment, booking, or purchase — the family chooses you.

Ready for a marketing partner?

Let's discuss how a dedicated family-first marketing partner can help your brand reach more parents and grow consistently.

Enquire Today