Our strategy was to shift Amplifon’s current approach from a high volume of poorer quality leads to a lower volume of higher quality leads. Our campaign achieved incredible results, with significant increases in appointments, hearing tests, numbers of orders and average order value.
Refinery undertook focus group and workshop research with consumer audiences and marketing, branch and operations staff. It became clear we were dealing with a savvy audience that was tired of being condescended to by brands and wanted to see the aspirational side of themselves through the brand, and deal with a company which lives up to the promises it makes. Whilst some people accepted that they had hearing loss and did something about it, others were in denial because it was linked to old age and weakness. We knew that some people felt frustrated with hearing loss and didn’t really know what to do about it.
So our strategy was built on the positioning of EMPOWERMENT… “Get your Hearing Life back”
We believed that a richer and more engaged form of communication would lead to warmer, more qualified leads and, in turn, improve conversion rates. We devised a campaign which was consistent, authentic (using customer testimonials), tapping into the everyday struggles that resonate with the target audience, and placing Amplifon as the solution. Working closely with the media agency and Amplifon we devised a new media strategy that was more content driven.