A Decentralized, Collaborative Approach

To address this challenge, we implemented an integrated media strategy combining both traditional and digital tactics, ensuring a cohesive approach across all channels. We leveraged our decentralized buying approach and established relationships within the digital ecosystem to identify the best traditional partners for this engagement, allowing us to tailor our tactics and uncover local opportunities effectively. Our comprehensive plan included:

1. Print Media: For the first three months of the campaign, we placed ads in regional and local newspapers—a trusted and familiar source of information among seniors. This tactic played a crucial role in reaching the target audience and supporting other digital efforts.
2. Cross-Platform Display, Digital Out-of-Home (DOOH), Online Video, and Paid Social: These digital tactics were integrated to ensure consistent messaging and maximize reach. We continuously optimized these channels throughout the campaign, focusing on driving lead conversions and reinforcing brand presence.
3. Retargeting Efforts: The print media efforts were strategically aligned with our digital retargeting campaigns, optimized to convert leads. The effectiveness of this approach became evident when lead generation tapered off after the print schedule ended, highlighting the synergy between traditional and digital channels.