The Brief
Metlifecare faced the challenge of maintaining strong brand awareness while improving consideration to generate higher quality leads and support long-term sales success. The campaign's objective was to capture the attention of its audience in a cluttered category entire of homogeneous messaging. They needed to highlight Metlifecare's unique offering of a diverse range of accommodation options in an engaging and dynamic way. The goal was to connect with potential residents and their families while delivering increased lead volumes to Metlifecare.
The D3 Approach
We partnered with Kerre Woodham, a prominent New Zealand media personality whose personal connection to Metlifecare made her an ideal ambassador for the campaign. Kerre's mother resides in a Metlifecare village, which adds authenticity and relatability to the campaign.
The team worked closely with Kerre to deliver authentic, engaging content designed to cut through and resonate with their target audience. The campaign consisted of:
- A six-part video series featuring Kerre and Metlifecare residents, focusing on personal stories that resonated emotionally with the audience.
- Six sponsored stories written by Kerre were published across the NZME stable of print and digital products.
- Six Facebook posts on NZ Herald Lifestyle, amplifying the campaign's reach.
- A series of Canvas that provided practical advice and insights related to retirement living, enhancing the rational appeal of Metlifecare's offerings.
- 3,255 clicks (The highest click-through rate (CTR) on NZ Herald that month)!
- Click Through Rate of 1.08%.
- More than 30,000 page views
- Average of 5 minutes on the page
