Client Overview & Requirement:
Aaji Care provides professional care services for elders and post-operative patients. Their elder care services include Elder Care Centre, CareGivers at Home & Geriatric Counseling. Client sought enquiries for all business verticals, primarily for admissions of old age people and the elderly who are physically challenged at their Centre.
Challenges Faced:
The concept of Elder Care Centre and the term ‘ Geriateric’ was relatively new to the Indian audience. As the families had to admit their elderly family members to a care centre, there was a lot of doubt, due to the costing as well as social stigma.
The brand didn’t have any major presence on social media.
Strategy Implemented:
Creating a unique brand identity and voice through social media and conceptualizing each post, keeping in mind the target audience and how we can incorporate Aaji Care as a brand in all the communications.
The target audience wasn’t the end-user (elderlies and physically challenged) but the working people of the family who are the decision-makers (people aged 30-45). We had to address both the segments strategically through common communication.
We tested out both Facebook and Google Search Campaigns for better results. Creating Facebook ads to reach people who are interested in topics like ‘elder care’ and ‘old age’. Google ads included keyword searches from competitor landing pages, and long tail keywords to get quality leads
Targeting a niche audience of Mumbai & Thane with a limited age group, we made creatives which explained all the features of the old age home, and what Geriatric Counseling means and its benefits.
Result Achieved:
- Generated 1600% ROAS in 4 months
