Case Study 1
Expanding awareness led to a +145% increase in qualified website traffic
By understanding the full customer journey and expanding reach beyond bottomfunnel marketing, Uniting became one of the top three brands in the aged caresector. This success highlights the power of a comprehensive customer journeyapproach, enhanced by impactful formats that extend beyond basic engagement.
The Challenge Uniting aimed to increase awareness and inquiries for its aged care services in a competitive market by reaching decision-makers through a focused campaign targeting women aged 40 and older. Research told us that the larger cohort of ‘aged care’ research was being conducted by the daughter of a potential aged care customer. With a modest 9.5% budget increase from the initial campaign phase, the goal was to to increase website traffic by 25% compared to previous period and to increase ad recall from 21-25%.
Our Strategy
Understanding the customer journey through ADMATIC’s customer journeymapping and channel planning: A strategic combination of digital, social, and out-of-home (OOH) channels allowed Uniting to maximise reach and engage atargeted demographic across platforms.
High-Impact Display Ads through Ads on new key sites highly indexing for ourfemale audience such as Mamamia, 9News, and Starts at 60 captured attention,achieving a CTR well above industry benchmarks and drawing in 9,000 newsessions, with 89% of users being new to Uniting’s website.
Highly Targeted Social Media Campaigns optimised towards Video attentionmetrics: Facebook link ads and video ads showcased Uniting’s offerings achievinga 74.5% video completion rate, while YouTube TrueView ads saw a 76% completionrate, amplifying brand recall.
Expand reach through strategic dOOH Placements: To expand reach digitalOOH ads were positioned in high-traffic shopping centers and transit hubs acrossSydney, reaching close to 893,000 potential customers with strong frequency.