Bluebird Care
Building Awareness Of A Life-Changing Service
The Brand
In 2004 husband and wife team, Paul and Lisa Tarsey, decided it was time to revolutionise the way care in the home was delivered. By concentrating on the highest quality customer service whilst upholding the very best in professional care provision, together they built one of the UK’s largest providers of care and support for people that wanted the choice to stay in their own home. Sensing it was time to start something new, Paul was driven to create a business that would strive for the highest quality in the care industry.
Market Leader
Recruits Carers And New Customers using TV
...One medium, two goals
The Challenge
The company has ambitious growth plans as our elderly population grows. They also needed to attract new carers to facilitate this growth. The objective was to help as many people as possible stay in their own homes, despite needing various levels of care.
The Solution
To meet the challenge of two briefs we decided to run two distinct campaigns. For new customer recruitment we needed to reach older adults with at-home assistance requirements and/or their carers. To support this growth in new customers, we also need to recruit carers directly, who were a totally different audience. Each campaign required a different creative approach.
A Tailored Approach
The Results
The campaign exceeded the client's expectations, delivering four times as many visits to the site as originally predicted for the customer-focused campaign. Whilst smaller in scale, the carer recruitment campaign was also a huge success, delivering nearly 40,000 views of the jobs page on their website. This bucked the trend for recruitment in the industry, demonstrating the power of TV to elevate a proposition.
“The success of the new customer campaign led us to try TV for carer recruitment. Given the niche nature of the proposition we had modest expectations but hugely impressed by the results. TV is now a key part of our growth strategy"
