Goals and objectives
The primary objective of the campaign was to acquire new subscribers for a free monthly care box—fully covered by insurance—at a cost per acquisition (CPA) of €80 or less. This goal applied across all paid channels, including native advertising and social media. Specific targets included:
- Achieving a CPA of €80 or lower across all paid channels
- Maximizing conversions within the allocated budget
- Optimizing ad spend by prioritizing high-performing channels
Secondary objectives included:
- Performance Optimization: Achieve a click-through rate (CTR) of 20% or higher through ongoing testing of creatives and landing pages
- Brand Awareness: Increase visibility among seniors and caregivers in Germany
- Lead Generation: Capture qualified leads through simplified sign-up flows
- Education and Engagement: Inform the target audience about the care level (Pflegegrad) system and available benefits
Surprising Insights
- The introduction of an interactive map as a call-to-action button proved to be a game-changer. It not only personalized the user experience but also increased engagement and