Awareness Campaign | Digital Acquisition & Audience Engagement
Background
Independent Age is a charity dedicated to improving the lives of older people, helping them access advice, support and connection when they need it most.
As a growing and ambitious organisation, Independent Age wanted to increase awareness of its services among older people and the family members who support them. They approached us to develop a test-and-learn awareness campaign designed to reach people facing challenges around finances, benefits and the rising cost of living.
The Challenge
The campaign needed to engage two very different audiences:
Older people aged 75+ who could directly benefit from Independent Age's support.
Family members and friends aged 40+ who might recognise a need and encourage someone to seek help.
The campaign would run in two phases: first promoting advice around money and benefits, followed by support with the additional costs of winter.
Success would be measured through meaningful actions, including calls to the Independent Age helpline and visits to the charity's advice and information pages.
The Creative Strategy
The biggest challenge was changing perceptions around ageing and asking for help.
Our strategy was built around a simple human truth: age does not define a person. Older people are individuals with stories, skills, interests and experiences, and the campaign needed to reflect that.
Rather than relying on traditional charity stereotypes, we created a more positive and empowering approach that celebrated real personalities while acknowledging that everyone needs support at different points in life.
The creative was developed to resonate with both audiences, showing that seeking advice is not a sign of weakness but a practical step towards staying independent and informed.
To maximise impact, we combined creative testing with targeted digital acquisition. We developed more than 220 creative variations across Google Display and Facebook, analysing performance throughout the campaign and optimising messaging, audiences and channels to improve efficiency.
Impact
The campaign successfully increased awareness of Independent Age's support services and drove significant engagement among priority audiences.
2,134,921 people reached
98,491 link clicks generated
Click-throughs were 24% above target
Landing page visits were nearly 12% above target
Nearly 3,500 advice guides downloaded
1,700 fact sheets downloaded
Beyond immediate results, the campaign created valuable audience and media insights that helped shape future digital acquisition strategies for Independent Age.