Brief
Communicate the value of Doro’s unique senior product offering to UK audiences, championing the brand’s ability to keep older generations connected and living an independent life with the aid of technology.
Drive awareness and product consideration with the brand’s senior and gifter audiences, building an engaged social community within an industry that disproportionally targets younger demographics.
Solution
Our creative and messaging strategies were informed by in-depth analysis and insight mining, allowing us to tailor our media and creative approach to resonate with the brand’s core audiences: senior users and younger gifters. This analysis enabled us to refine our approach and effectively communicate how Doro’s products challenge industry norms by focusing on senior-specific needs.
By using a lifestyle lens when developing visuals and creative, we showcased the positive impact that Doro products bring to users; promoting greater independence and a more active life. This approach allowed us to engage our audience and market key products in a way that faithfully resonated with them.
We executed a series of multi-channel campaigns to drive awareness and consideration for Doro’s products, including the launch of senior-friendly mobile phones and smart devices.
Through always-on, organic social content, we provided our audiences with deeper insight into the brand, its products, and the added value that specialised technology brings to seniors’ everyday life. This approach also offered peace of mind to their loved ones and care network.
New product launch campaigns also ran across various channels, including digital out-of-home near key retailer locations throughout the UK, digital audio advertising (Spotify, LBC, Virgin Radio, TalkSport and Magic FM), and paid social ads (Facebook and Instagram). The creative content featured a blend of lifestyle-led and product-focused messaging and visuals, ensuring cohesive marketing across all channels.
This messaging and creative approach was mirrored in our paid social activities which supported the launch of Doro smart products. During a recent campaign period, we increased landing page traffic by 249%, and drove a 12% increase in "view basket” traffic.
Our ongoing press office activity kept the brand front of mind for both senior and younger gifter target audiences, activating across earned media to achieve national, regional and vertical sector scale. This resulted in earned coverage in prominent outlets such as I News, Standard, Which?, Good Housekeeping, TechRadar and more.
