Tribe is a foster care organisation that works tirelessly to help young individuals find the appropriate out of home care they desperately need and deserve. As part of this service, Tribe needed support to optimise their lead generation in finding prospective carers. We understood the important work and the limited means by which they needed to execute this campaign.
It takes a village to raise a child, and that village needs to include the right type of people. This was a prime example of ensuring quality over quantity – understanding the audience, the parameters by which they could be defined and the existing methodology by which Tribe would identify them. The approach required a deep dive into audience segmentation and messaging to ensure we were targeting the right people the right way, and effectively delivering results to the Tribe campaign.
After a strategy session with the Tribe team, we developed a digital audience profile for each of our advertising platforms to ensure we were maximising the opportunity to gain a large number of qualified leads. We produce ongoing digital advertising designed to drive lead generation through an ‘Eligibility Quiz’ filter (which also doubles as a data capture opportunity).