A message for people over 50

Do people over 50 in the Netherlands really give it much thought? After all, care in later life is no longer a given—and there’s a lot you can already arrange yourself. That’s why MantelzorgNL asked: “How can we raise awareness among the 50+ audience about their potential care needs as they age?”
We developed a campaign and media plan designed to make the message stick—and drive traffic to the campaign website.

Because in addition to awareness, this campaign also had an action-oriented tinge. MantelzorgNL himself had the tool Wheel of Misfortune developed. A virtual wheel that determines your fate and misfortune. Like a broken hip or dementia. After the wheel has determined your misfortune, the chatbot starts an interview with you. The questions and answer options really make visitors think. Maybe informal care is something to think about already?

We opted for a campaign with truly wide reach through all national Talpa radio stations, combined with precise targeting via a paid social campaign featuring a clear call to action on Facebook. The choice for Facebook was an easy one—audience research showed that people over 50 are most active there online.

Content

“Sort out your future care today—so you’re not left scrambling tomorrow.”
That was the starting point for the content we developed, including radio spots.
And for social media? A series of clever limericks that delivered the message with a wink. Because yes—humor really does work in marketing.

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The results of the campaign are above expectations. We have reached a large part of the target group in the Netherlands through the effective use of radio and social media. The carefully created content and media plan did their job! Some of the results of the 3-week campaign:

• A reach of 75% of the target group in the Netherlands;
• The Facebook campaign with various ads in the 50+ target group provided a CTR of 3.99% (!) for more than 12,000 visitors to radvanmisfortuin.nl;
• Lots of shares, likes and comments among the social media posts (even more than the number of clicks on the ads!) ;
• A CPC of just €0.18 per click;
• Widespread national PR, including a feature in Algemeen Dagblad.