Understanding Full Customer Journey
Overview
By understanding the full customer journey and expanding reach beyond bottom-funnel marketing, Uniting became one of the top three brands in the aged care sector. This success highlights the power of a comprehensive customer journey approach, enhanced by impactful formats that extend beyond basic engagement.
Expanding awareness led to a +145% increase in qualified website traffic
By understanding the full customer journey and expanding reach beyond bottom-funnel marketing, Uniting became one of the top three brands in the aged care sector. This success highlights the power of a comprehensive customer journey approach, 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 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 journey mapping and channel planning: A strategic combination of digital, social, and out-of-home (OOH) channels allowed Uniting to maximise reach and engage a targeted demographic across platforms.
High-Impact Display Ads through Ads on new key sites highly indexing for our female audience such as Mamamia, 9News, and Starts at 60 captured attention, achieving a CTR well above industry benchmarks and drawing in 9,000 new sessions, with 89% of users being new to Uniting's website.
Highly Targeted Social Media Campaigns optimised towards Video attention metrics: Facebook link ads and video ads showcased Uniting's offerings achieving a 74.5% video completion rate, while YouTube TrueView ads saw a 76% completion rate, amplifying brand recall.
Expand reach through strategic dOOH Placements: To expand reach digital OOH ads were positioned in high-traffic shopping centers and transit hubs across Sydney, reaching close to 893,000 potential customers with strong frequency.
Results
- +145% increase in qualified website traffic
- 9,000 new sessions from display ads
- 89% new users to Uniting's website
- 74.5% video completion rate on Facebook
- 76% completion rate on YouTube TrueView ads
- 893,000 potential customers reached through dOOH
- Became one of the top three brands in the aged care sector