Selling to a highly specific job category meant working against the grain of Meta’s algorithm. Diversional therapists, recreation coordinators, and lifestyle aides aren’t common interest segments—most don’t even appear in Meta’s suggested job titles. We needed to find them, qualify them fast, and introduce the platform in a way that led naturally to paid membership.
We launched with layered job-title and interest targeting to isolate our ideal audience. Short, proof-packed video flyovers of the member dashboard filtered out casual clicks. Retargeting ads then spotlighted printable activity calendars, dementia-friendly games, and snapshots of the thriving Golden Carers forum. Every step of the funnel was tied to actual platform behavior, helping the team see which audiences and content clusters were most likely to engage, opt in, and eventually convert to full membership. The campaign didn’t just advertise a product—it invited professionals into a workflow they could immediately use.
What started as a campaign for a near-invisible audience became a repeatable growth system. Video view pools became a rich retargeting source, and every insight now powers Golden Carers’ upcoming platform revamp and content roadmap.
With the right creative framing, even ultra-niche communities can scale on Meta. We didn’t just attract clicks—we onboarded real professionals, showed them the value of the platform, and gave them a reason to come back. That’s how Golden Carers grew its global reach and deepened its impact in the aged-care space.
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(2015-2025)
