Building on their existing umbrella theme, “Care that feels like home,” we got to work across the three locations. We designed a master template using the brand’s signature colors, making it effortless to drop in photos and logos for each individual residence. This setup also ensures we can pivot and scale quickly whenever a new location is added to the portfolio.

When executing this type of campaign, a clever advertising strategy is absolutely key. Because platforms like Meta often mistakenly flag these types of placements as real estate ads, which triggers strict targeting limitations, we had to outsmart the system and get creative with our campaign setup to ensure we actually reached the right audience.

We deployed the campaign across Meta to reach two distinct audiences. Since adult children or younger family members are usually the ones searching for suitable care options, we targeted them on both Facebook and Instagram, focusing on the 45–64 age bracket within a 15 km radius of each residence. For the potential residents themselves, we focused solely on Facebook, where they are most active, targeting the 65+ demographic within the same 15 km radius. Both audiences were served an engaging mix of static and animated assets.