To be the best in your sector, it isn’t enough to stick to sector norms.
That’s what we told CareCo when we proposed CareCo Life, a 52-page lifestyle magazine combining practical mobility-focused advice, accessible lifestyle content on topics such as gardening and exercise, and exclusive features from CareCo ambassadors.
Thankfully, CareCo have never been one to shy away from unconventional tactics. And that’s how HUB added a new service to our roster – publisher!
The core purpose of CareCo Life is to educate, inspire, and connect. It also includes specialist interior design tips, a reader-driven book club, puzzles, and invitations for customer contributions with a chance to be featured in future editions.
“Losing mobility can feel like an isolating experience. At CareCo, we work hard to ensure our customers feel supported and connected,” said Marc Hudson, Head of Marketing at CareCo.
“CareCo Life is an exciting new way for us to share product news, expert advice from Occupational Therapists and, most importantly, create a sense of community for our customers. We’ve seen how powerful customer storytelling can be on our digital platforms, and creating a print magazine was a natural next step in deepening those relationships.
The response so far has been overwhelmingly positive, and Issue 3 has just gone to print with Issue 4 in the immediate pipeline.”
The idea originated with HUB, following the success of similar campaigns for our other clients.
“This is a strategic evolution of a format we know works,” said Richard Wilkinson, Account Director at HUB. “While we’ve delivered print brochures and catalogues before, CareCo Life represents a significant step forward in terms of ambition, scale, and creative execution.”
“Despite perceptions that print is outdated, we’ve found that tactile, high-quality media still resonates – especially with audiences over 50. And because HUB handles everything in-house, from editorial to design and delivery, we were able to bring this concept to life quickly and cohesively.”
HUB and CareCo worked collaboratively to ensure the magazine’s content is of value to CareCo’s customers while still meeting sales and brand objectives. This included offering advertising space to other brands operating in the over-50s market such as G Tech and Good to Go Insurance.
To measure its effectiveness, the first issue of CareCo Life was mailed to 150,000 customers, accompanying their usual product brochure. Within this group, 20,000 were lapsed customers, while another 20,000 were frequent shoppers. In parallel, a control group of 30,000 customers received only the standard brochure.
“The results speak for themselves,” said Wilkinson. “We saw a clear increase in sales and average order value, and re-engaged a previously inactive segment.”
Interested in advertising in CareCo Life? Contact Richard Wilkinson at [email protected].
