Barchester had never previously commissioned a social campaign before, so we built a full campaign strategy, with content creation, and distribution fully managed and continually optimised on their behalf.
Localisation Is Key: Care services are a very personalised need and when searching from care providers, people very often want to feel a local connection to their supplier (rather than just being a large corporate entity).
As a result the project was designed to be locally led from the start with specially tailored content for each one of Barchester’s Care Homes – distributed through a localised Facebook Page. The personalised approach enabled each advert to be shown to the viewer in a highly local, welcoming and inviting way that drove highly engaged and valuable enquiries.
Buying Motivations: People searching for Care Homes often have widely dispersed buying motivations so we also ran the campaign across a series different key buying factors such as Dementia Care, Meeting The Team, Activities, Food and Socialising. From there, we optimised each advert over time so that the most relevant content was shown to the most qualified potential customers.