OLDER DEMOGRAPHICS EFFECTIVELY REACHED THROUGH DIGITAL MARKETING STRATEGY
BACKGROUND
While it is widely thought that an older demographic cannot be reached through digital marketing, statistics show that 40%+ of individuals aged 65+ are active on social media. We've had 3 different clients that specifically cater to a 65+ demographic.
Client #1: Specialized Seating For Seniors
Client #2: Walking Sticks/Canes
Client #3: Lightweight Wheelchair Threshold Ramp
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CHALLENGE
Overcoming the obstacle of the misconception that an older demographic won't be reached with a digital marketing campaign.
STRATEGY
Using video marketing through paid social media, we aim to reach a 65+ audience with clear messages surrounding product education, a sense of urgency, and a reason to buy.
RESULTS
All clients obtained 3+ ROI across the board. On average, they all experienced an additional 20% lift on other sales channels, such as Amazon, as a direct result of the paid social media campaign. This shows that an older demographic is not only extremely active on social media, but they are a profitable target audience when effective advertising is used on social media platforms.