Moscow Longevity — support for pensioners

ClientMoscow Longevity, project of the mayor of MoscowNicheSocial programmes, MoscowEvery creative task starts with a strategy, and the strategy has just two opening questions: what do we want to say and how will we say it. In this project it mattered that the pensioners hear us, because all of this is for them. But where do you find pensioners on the internet?

First we have to decide what we tell them once we find them. Because our creative can help find the target audience just as much as the technical tools — the semantic core and the targetings.

We studied the whole social programme and wrote clear headlines out of its key benefits, so that it is obvious right away what this is, who it is for, who runs it, why it is free and why you should take part.

3000+leads brought by one headline: «Looking for pensioners from Moscow»«Looking for pensioners from Moscow». Plain and far too direct, but that exact headline brought us more than 3000 target leads at a laughable price. And it was not the only one.

We also collected the target queries pensioners often use when searching online. Questions about pensions, about benefits, about social programmes. Alongside them a list of sites pensioners are likely to visit. Everywhere we set the age and demographic parameters.

Results

12 thousandleads at 55 roubles over 2 months on a 673 thousand budgetOver 2 months we spent 673 thousand roubles and got more than 12 thousand leads at 55 roubles per conversion. The support managers actively helped the pensioners register, told them about class times and the different activities, so their free time would be interesting and bring something new.

A good deed.