While older consumers are increasingly ‘on-line’ they have not embraced
social media as enthusiastically as younger people. Yet their interests are innately social:
travel, well-being, personal safety and long term care are all issues that demand
discussion with like-minded people. We needed to understand not only how and why
older customers might engage with social media, but also understand the role
our client might take to make it happen.
Through a series of client workshops we developed a series of propositions
and creatively brought them to life. Using focus groups and depth interviews to interrogate,
improve and refine the ideas we created a clear pathway for Engage Mutual to develop a
more compelling on-line presence for its older customer base.