Curam Care: TV Media Buying for a Brand Launch

Target Audience

Those in need of care services. A primary audience for Curam is adults who need care services for older relatives, e.g. elderly parents.

Our Approach

Daytime linear TV buying formed the foundation of our activity as it allowed us to cost effectively build both reach and frequency. This has been supplemented with tactical radio, digital video and OOH activities, plus always on PPC and paid social.

Daytime TV skews naturally towards an older audience while rates are significantly more cost efficient than other audio-visual (AV) mediums.

Over time we have optimised our plans using attribution software to collect data and insight on which channels and programming deliver performance.

The Result

Curam saw an immediate marked uplift in traffic with the initial goal of 20% uplift in site traffic being smashed in the first month when traffic soared by 66%.  In the longer-term, monthly client registrations increased by 216% after 6 months.

Additionally, although not a primary campaign objective, the client also experienced a halo effect from the activity with an increase in carers registering to work via Curam.