The results
1.1x
increase in monthly-average SQLs (Sales Qualified Leads)
61%
decrease in cost-per-SQL in just 5 months
3.5x
increase in SQL conversion rate from responses
About InnovAge
InnovAge, dedicated to helping seniors age at home with dignity, set ambitious growth goals and needed an audience strategy to engage both seniors and caregivers across highly competitive markets.
The challenge
The primary challenge was to effectively engage two distinct audiences with unique pain points and media habits:
InnovAge needed to enhance brand awareness in new markets and increase customer acquisition across all regions.
The audience strategy solution
InnovAge partnered with Quad to create a media strategy grounded in deep audience understanding:
The solution
Audience insights
Conducted in-depth research to understand the unique needs and concerns of both seniors and caregivers.
Creative development
Crafted localized, audience-first creative assets, including a custom video and photo shoot, to resonate with each group’s priorities.
Media planning
Created a cross-channel media strategy to increase brand awareness and customer acquisition in new markets.
Digital strategy
Boosted investment in digital platforms to engage audiences in key moments in the decision journey.
Performance optimization
Executed targeted experiments to enhance SQLs and optimize programmatic spend
Marketing experience solutions: MX: Intelligence, MX: Creative and MX: Media
Products: Audience analytics, campaign measurement, campaign ideation and omnichannel media
Industries: Health
