Targeted video campaign boosts brand awareness for Carefree

Carefree unlocks the potential of vacant hotel accommodation, transforming it into life-changing breaks for full time unpaid carers who dedicate themselves to others with little time for themselves.

With a bold vision – that every full-time unpaid carer should have access to a much-needed break – Carefree set out to expand its reach, securing more hospitality partners and empowering more carers to take advantage of this transformative opportunity.

Our primary goal was to elevate brand awareness, ensuring that more businesses, carers, and the public recognise the urgent need for these breaks – driving both participation and long-term impact.

One of the biggest hurdles Carefree faced was the widespread lack of awareness about unpaid carers – their struggles, sacrifices, and the vital role they play in society. Many people, including businesses and the general public, don’t fully understand who unpaid carers are or the immense challenges they face. This knowledge gap makes it difficult to generate support and participation from key stakeholders.

Additionally, Carefree sought to not only raise awareness but also drive action across three key audiences:

Carers – Encouraging them to recognise their own need for a break and take advantage of Carefree’s offering.

The Public – Increasing empathy and understanding to build wider support for unpaid carers.

Hotels & Businesses – Inspiring them to contribute vacant accommodation and corporate support.

Another challenge was ensuring that Carefree’s messaging resonated emotionally while remaining clear, concise, and compelling. The campaign had to balance nuanced storytelling with a strong call to action, ensuring that audiences engaged meaningfully with the content.

Carefree also wanted this campaign to serve as a launchpad for broader brand visibility, aiming to secure press and media coverage that would amplify their mission even further. This meant the content needed to not only perform well on paid media channels but also be compelling enough to attract organic reach, PR opportunities, and long-term brand awareness.

With a limited budget, achieving scale required rigorous testing of different video formats, lengths, and messaging to determine what resonated best with each audience. The challenge wasn’t just reaching people – it was making sure the right message reached the right people in the most impactful way possible…

To effectively address these challenges, our approach centred around powerful storytelling: using compelling short films directed by award-winning filmmaker, Jason Smith and copy by co-founder James Ricketts to highlight the importance of unpaid carers and the life-changing impact of a well-deserved break.

Given the complexity of the message and the need to reach three distinct audiences, we carefully crafted and adapted content for each platform: Meta (Facebook & Instagram), YouTube, TikTok, LinkedIn and Google Ads.

Alongside campaign execution, we worked closely with Carefree to educate their team on the nuances of paid media – helping them better understand how different platforms, ad formats, and audience targeting could be leveraged for maximum impact. This collaborative approach ensured alignment on strategy and reassured the client with greater confidence in paid media’s role in their wider marketing efforts to recruit both carers and hospitality partners to their cause.

To maximise impact with a limited budget, we implemented a test-and-learn strategy by experimenting with multiple video lengths, audience builds, messaging variations, and calls to action. We continuously monitored performance, optimising in real-time to ensure the most engaging creatives were prioritised.

This data-driven, multi-platform approach ensured that Carefree’s message was seen, understood, and acted upon, laying the groundwork for increased awareness, engagement, and long-term support.

The campaign achieved exceptional results and even on a modest budget, we smashed our targets.

• 4,000,000 Impressions
• 3,000,000 Video Views
• 45.15% View Rate
• 11,000 Clicks