Business challenge
Feros are a not for profit organisation who offer residential aged care/respite, home care, home maintenance, veteran’s services, community and respite care, some clever technology to make life easier, help accessing community services and activities, people who can help coordinate local NDIS services and connections to allied health and wellness solutions.
Feros approached Evergreen with a creative campaign which centred around five ‘heroes’ inspirational stories on the same theme of ‘growing bold, not old’. Evergreen were briefed to bring the heroes and their stories to life in order to:
The campaign effectiveness was to be measured on brand and campaign awareness pre and post.
Feros’s target market for the Grow Bold campaign was both the user (people aged 70+) and influencer (females aged between 45-64 years) therefore the channels needed to reach both target markets
Strategy
Audience research using Roy Morgan revealed both target markets were avid magazine readers. Around 80% of both groups had read a magazine in the past period. Magazines were recommended as they:
Execution
Women’s Weekly was recommended by Evergreen as the main magazine to use as it was avidly read by both target markets (Roy Morgan, 2017) and delivered a strong environmental fit given it features inspirational people’s stories monthly.
Women’s Weekly was also able to extend the campaign beyond print advertorials and third page vertical brand adverts into digital on the Now to Love site (developing a native story), mobile video adverts and a presence at the High Tea events in Feros’s key markets (kiosk at the each event and in magazine/online exposure). Women’s Weekly also supported the entire campaign with some relevant editorial articles on retirement and healthy food/diet using quotes from Feros experts. Feros was also featured in Best Buys section nearly every month of the campaign.
To encourage consumer engagement Evergreen created concepts to support the win $10,000 towards your bucket list competition. Our idea leveraged the insight that people often use their fridge as an inspiration board. The promotional elements included a interactive stand and economical magnet brand reminder.
Results
Advertorials delivered overall recall of 19%, collectively one in 5 women aged 30+ recalling reading or seeing an advertorial.
In summary:
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