3rings Plug - The Plug that cares
assistage is a new brand in a well-established space – telecare. It wanted to do things differently, with a focus firmly on people rather than technology. Our challenge was to create stand-out for an ambitious start-up without the benefit of a unique product set – and with a limited budget.
Delivering website visits was a key goal for the campaign and it was clear this could not be delivered by media relations alone. We therefore structured a multi-faceted campaign, including the use of paid-for content marketing to drive website traffic.
To overcome the ‘so what?’ factor (no unique product set), we focused on the founders’ expertise – a serial tech entrepreneur and the owner of the UK’s leading home care provider – to give the new venture stand-out.
Care was taken with messaging – to ensure no negative backlash about technology replacing care, and to position the brand with a clear focus on people not technology.
High-profile media coverage in the Financial Times, Daily Mirror, Times and regional media created 86 million opportunities to see – and provided credibility for the new brand. One in five online editorial articles included a link back to the assistage website – boosting search ranking visibility and encouraging leads.
The content marketing programme exceeded its target of 5,000 visits to the assistage website by more than 50% – delivering a total of 7,748 visits at launch.
assistage signed up more than 100 new customers in the first weeks of trading.
The impact of this campaign was impressive. It got our message right, drove traffic to our site and ultimately delivered assistage its first customers.Steve Purdham, assistage CEO and co-founder