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Cygnet Health Care

Cygnet Health Care

Media Optimisation

Achieve higher impact creative

Media Optimisation

Difficult locations, scarce skill sets, out of date understanding of the audience and an over reliance on traditional media channels, led Cygnet to call upon Creed for support.

Understanding this audience was critical to ensure the new creative messages and media we’re more relevant and better targeted. So, we delivered data mapping to identify the audience and get an up to date understanding of their behaviours, media usage and online habits.

Along with a brief from Cygnet to achieve higher impact creative aligned with desired candidate behaviours and role propositions, the research gave us a clearer view on what to say and where to say it.

The outcome was.

A media plan where 82% of the budget was in highly targeted online channels, achieving 2,276,000 impressions.

Creative messaging was refreshed, impactful and behaviour-led

It resulted in 94 apps, 20 interviews, 12 offers and a cost per hire of £1,425.

A brilliant result for challenging locations plus new rigour for future media targeting and messaging.