Case Study #04: Capturing Awareness for a Smart Elderly Home

Customer Overview: In the heart of South Hungary, in the city of Pécs, a modern elderly care home was in early development, redefining what it meant to age with dignity, comfort, and innovation. Promising attentive care, high-end facilities, and strong sense of community, the "smart elderly care home" aimed to provide a luxury environment for the elder generation. While it had already had a solid reputation in the area, the management wanted to reach more families seeking quality elderly care and explore new directions for future growth. That’s when we stepped in.

Blog dictionary:

• impression = someone saw your ad

• YoY = growth compared to the previous year

I. the challenge

Royal Care faced several challenges when we started working together, among which we highlight the most important ones:

• Non-existent awareness: the elderly care home had no online presence, which is unacceptable in the age of social media. It was important to introduce the home to the world via social media ASAP and raise awareness to its construction.

• High-attention topic : elderly care is a special topic when it comes to marketing. Communication needs to be spot on.

• Lack of market knowledge : Royal Care lacked market data about demand and competition for premium elderly care solutions in the country. This slowed down decision making, and had to be assisted.

II. DnD's strategy and plan

The plan we developed focused on cost-effective digital marketing techniques and engaging content creation to build online visibility and draw attention to the elderly home's development.

1. We built a warm and trustworthy online presence: We started by asking the most important question: What do families look for when choosing elderly care? From there, we created a thoughtful content plan that reflected the values of the home — safety, comfort, and dignity. Our posts highlighted the facility’s smart solutions, kind staff, and beautiful environment, creating a sense of trust and professionalism. This helped position the home as a reliable and forward-thinking choice for families in South Hungary and beyond.

2. We advertised in a mega cost-effective way: With a relatively low budget of €1.000 per month (extremely low for nationwide market education), we launched hyper-targeted and broad-targeted social media campaigns aimed at reaching forward-thinking Hungarians families. We fine-tuned the ads using A/B testing to raise awareness as cost-effectively as possible. Setup took 1 month.

On average, for an extremely cost-effective €0.3 the DnD team bought paid media in Google Search and social media and drove 1 relevant user to Royal Care's website. In other words, one person to visit the website took €0.3.

3. Market research and expert reporting: Recognizing the need for relevant market data the DnD team conducted keyword research, competitor research, and continuous (monthly) market demand research using Google Analytics, Google Ads, and SemRush. We reported it to the Royal Care team using Looker Studio (Data Studio at the time), which allowed decision makers to see what's going on on the market and make more accurate decisions.

4. Elderly celebrity cooperation: the Royal Care team, backed by the experts at Definitely Not Digital, cooperated with a well-known elderly celebrity, which accelerated the rate of building trust with the market.

III. DnD results

• Precisely targeted paid (CPC) ads : Our creative content achieved ca. 100s of thousands of views under the course of 3 months and drove over 10.000 user to the website.

• Up-to-date market information : With the reports and data captured using Google Analytics, Google Ads and SemRush, the team of Royal Care had up-to-date market demand information, precise to the day of reporting.

• Over 1.000.000 views : DnD's optimized paid campaigns attained over 1 million cumulative views on Facebook, Instagram, YouTube, and the Google Display Network.

  
  

IV. great cooperation with the team

By taking over the marketing tasks, we allowed the Royal Care team to focus on the estate's development itself, as well as developing the business. We especially enjoyed cooperating with a Hungarian celebrity!

Most important lessons from collaboration 👇

We have learned that a great online presence is required even in those fields where one would not expect it. On top of that, for both DnD and the Royal Care team our market research activities revealed some surprising but greatly important data about the market, which expanded our knowledge regarding what is possible on such unique markets.

Wanna achieve similar results with your business? Book your discovery call today and find out how we can help. 👇