transformation
in caregiver sign-ups within three months.
in cost per acquisition, outperforming client expectations.
in online engagement and platform activity.
Digiffic demonstrated out-of-the-box thinking by identifying and leveraging underutilised platforms like Bing to reach older, less tech-savvy caregivers.
The agency showed a thorough grasp of the caregiving industry’s challenges, particularly for Polish caregivers in the German market, allowing for highly targeted and effective campaigns.
Digiffic’s approach relied heavily on audience research and continuous performance analysis, leading to highly personalised ad strategies and improved cost-efficiency.
The agency not only met but surpassed client goals, reducing costs while significantly increasing caregiver sign-ups and engagement, ultimately becoming an invaluable growth partner.
Imagine Anna, a dedicated caregiver from Poland, losing a lion’s share of her hard-earned income every month to a money-grubbing agency. She represents thousands facing the same struggle.
Recognizing this plight, our client revolutionised the German caregiving industry with a digital platform that empowers caregivers to take things in their own hands.
How does it work?
Ennie connects Polish caregivers with families in Germany seeking assistance for elderly relatives by allowing caregivers to create profiles showcasing their skills and experience. Then families browse these profiles, communicate their needs, and find suitable matches. Ennie provides support to both caregivers and families, including training and legal assistance, making it easier for caregivers to find jobs and for families to secure reliable care for their loved ones.
Over 21% of Germany’s population is 65 and above. And this trend is driving a growing demand for caregivers’ services. Projections indicate a potential 20% increase over the next decade.
The median age in Germany is 44.9 years, and the fertility rate stands at 1.5, below the replacement level of 2.1. This further pushes the ageing population trend and underscores the urgent need for elderly care services.
The chart reflects the significant aging population and the dependency ratio, relevant to the challenges faced by the caregiver industry.
In Germany caregivers earn between €25,000 and €35,000 per year, depending on their qualifications and experience. What’s more, the field offers opportunities for professional growth and advancement.
Conditions like these are often appealing to Polish caregivers, especially because of the currency rate, which many intermediaries took advantage of to the point that no one thought to look elsewhere.
The big problem was getting Polish caregivers to change how they usually found work. Most of them were used to working with agencies that helped them find jobs. And it was hard for many caregivers to imagine working in a different way, where they would find their jobs themselves through a digital platform.
This seemed even harder because they would be working in a foreign country. The fact that the benefits were clear wasn’t enough.
The benefits:
– higher comfort (working on their own terms and flexibility in choosing assignments),
– higher earnings (without high agency commissions),
– and greater convenience (the entire process conducted online)
First, we studied what Polish caregivers wanted and worried about. We also looked at how our client’s service was better than other options already out there.
Using this information, we started a large-scale advertising campaign. We used Facebook and Instagram ads to introduce our service to new people. We also used Google and Bing ads to reach people who were already looking for caregiver jobs. This way, we could tell caregivers about our service at different stages of their job search.
“They really think outside of the box. They do more work than we agreed on, and they really care about our business.”
Early on, we learned that our target group used the internet differently from most people.
To reach them, we had to:
-Make our messages very personal
-Change our ads to match what they like
– Use ad spaces that most companies don’t use much
Our best idea was to use Bing search ads. This helped us reach older caregivers who weren’t as tech-savvy and used the default browser on their Windows computers. This was a bullseye!
We also used a special method called SKAG (Single Keyword Ad Group). This let us show specific ads to caregivers based on exactly what they were searching for.
By looking closely at how caregivers use the internet, we found new ways to advertise that other companies weren’t using. This gave our client an advantage:
1. It made finding new caregivers cheaper than our client expected.
2. It made caregivers see our client’s service as helpful for finding full-time jobs which increased brand awareness and authority.
Our tailored approach led to remarkable achievements:
Our scaled-up lead generation campaign gave us a real edge. We could respond to customer needs quicker than our competitors, which made for happier clients and boosted our profits.
The best part? With a steady stream of leads coming in, we felt confident enough to experiment with new marketing channels. We dipped our toes into TikTok and Pinterest ads, tried out some affiliate marketing, and even partnered with influencers. All this without worrying about running dry on prospects.
What is most important for us apart from our client’s success is that we also changed lives by empowering caregivers to reclaim their careers and improve their livelihoods.
“‘The team’s innovative approach and dedication have transformed our outreach,’ says Marvin, Marketing & Sales Lead at Ennie. ‘They didn’t just meet our expectations; they surpassed them, becoming an invaluable partner in our growth.”
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wavelengths!
PPC | Growth Hacking | 2021-2023
ennie
SEO | Content | Linkbuilding | 2020-2024
Apollo