A message for people over 50

Do people over 50 in the Netherlands actually think about that carefully? Because caring for later is no longer so obvious and you can already arrange a lot yourself now. The question from MantelzorgNL was therefore: “How do we ensure that the target group of 50+ becomes aware of their possible care needs as soon as they get older? We developed a campaign and media plan that was supposed to ensure the impact of the message and traffic to the campaign website.

Because in addition to awareness, this campaign also had an action-oriented tinge. MantelzorgNL himself had the tool Wheel of Misfortune developed. A virtual wheel that determines your fate and misfortune. Like a broken hip or dementia. After the wheel has determined your misfortune, the chatbot starts an interview with you. The questions and answer options really make visitors think. Maybe informal care is something to think about already?

We opted for a campaign with a really wide reach via all national Talpa radio stations, combined with targeted targeting with a paid social campaign with a specific call to action on Facebook. The choice for Facebook was quickly made, because target group research showed that people over 50 are mainly active online there.

Contents

“Arrange your informal care for tomorrow today and you won't be chasing the facts later.” With that approach, we developed content, such as radio spots. And for social media, a series of beautiful limericks, delivering the message with a wink. Because yes, humor in marketing really works.

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The results of the campaign are above expectations. We have reached a large part of the target group in the Netherlands through the effective use of radio and social media. The carefully created content and media plan did their job! Some of the results of the 3-week campaign:

• A reach of 75% of the target group in the Netherlands;
• The Facebook campaign with various ads in the 50+ target group provided a CTR of 3.99% (!) for more than 12,000 visitors to radvanmisfortuin.nl;
• Lots of shares, likes and comments among the social media posts (even more than the number of clicks on the ads!) ;
• A CPC of just €0.18 per click;
• A lot of PR nationwide, such as a product into Algemeen Dagblad.