The Background
We were pleased as punch to win this three-way pitch. Independent Age is a forward-thinking charity with serious momentum and a vibrant new team behind it, exactly the kind of organisation we wanted to be working with. They invited us to create and run a test-and-learn awareness campaign to promote their services to the people who need them most.
The Brief
The campaign needed to reach two distinct audiences: the end users themselves — men and women aged 75+ — and their family networks, grown-up children and friends aged 40+. Two phases: the first focused on money advice and benefits, the second on help with the extra costs of winter. Success would be measured in calls to their helpline and visits to the info and advice section of their website.
The Work
We built the strategic proposition around a few principles that mattered to us: reflect the whole person — their skills, strengths and passions — not just their age; acknowledge that whatever stage of life we're at, there are things we know and things we don't; and make clear there's no shame in asking for help.
That thinking kept the creative well away from tired stereotypes or victim narratives. Instead, we celebrated the personalities of the people we were speaking to — bringing real characters to life in a way that felt genuine and relatable to both audiences.
We then used highly targeted digital media to drive people towards the service, running a mix of Google Display and Facebook newsfeed ads. We started with over 220 ad combinations, analysing creative and channel performance throughout and optimising constantly to keep CPAs as low as possible.
The Results
The campaign reached 2,134,921 people and delivered 98,491 link clicks — 24% above target on clicks through to the landing page and nearly 12% above target on actual page views. That translated into nearly 3,500 advice guide downloads and 1,700 fact sheet downloads, plus a set of clear media learnings to sharpen channel strategy on future campaigns.