Breathing New Life into Care Homes and Care Services

Brand Strategy

Creative Delivery

Paid Media

The Brief

What’s the best way to promote a group of Care Homes that cater for older people?

The Solution

Making Care Homes a fun destination for both young and old alike – with our Little People!

Groundbreaking Care Home Advertising

This ground breaking campaign for Springfield Care Homes threw away the rule book and changed the paradigm for Care Home advertising. Dispensing with the predictable approach of showing staff and residents interacting, this campaign stood out by differentiating Springfield from its competitors. This approach guaranteed better value for money and a significant increase in conversions.

The Outcome

11,000 Clicks since January 2024

A 4% Conversion Rate resulting in Over 450 leads

The marketing challenge for any care Home is to guarantee a steady stream of enquiries and home visits with a view to resident placement. With a Click Through Rate of 13% Springfield received a constant uptick on leads and conversions compared with its previous advertising. This compared with a 1.6% rate for other marketing activity. meant that compared to the rest of the normal ads, they saw:

760% Increase in Interaction / Click Through Rate ((13.85 – 1.61)/1.61)*100)

246% Increase in Conversion Rate ((4.16-1.20)/1.2)*100)

Cost Per Conversion sits at around £34. Total account is £39.

“They personified the business with a sense of joy and fun. A gentle tease that the homes are so warm and welcoming, everyone will want to move in, even the Grandchildren. And it made Springfield stand out in a sea of features led campaigns.”

Rachael dunseath, Springfield Healthcare