The playbook they used to advertise mobility aids to a younger generation is a masterclass in social media advertising, product positioning, and creative video design. <\/p>\n\n\n\n
It sounds crazy, but by making it a success CareCo:<\/p>\n\n\n\n
- \n
- Increased sales <\/strong>of the featured products by 53%<\/strong><\/li>\n\n\n\n
- Increased social media engagement<\/strong> by 36%<\/strong><\/li>\n\n\n\n
- Increased dwell time <\/strong>for customers in-store.<\/li>\n<\/ul>\n\n\n\n
And if this formula can sell mobility aids, it can sell anything. <\/p>\n\n\n\n
Let’s dive in \ud83d\udc47<\/p>\n\n\n\n
<\/div>\n\n\n\nAn unexpected new demographic to grow market share<\/h2>\n\n\n\n
Selling premium mobility aids to the young may seem unusual.<\/p>\n\n\n\n
But adult children are key influencers<\/strong> in their parents\u2019 purchase decisions; effectively advertising to them would improve sales among over 65s.<\/p>\n\n\n\n
And the younger generation is an untapped market: 11% of under 35s have a disability that either limits them a little, or a lot. And in 2025, elder millennials will be 44 years old<\/strong>.<\/p>\n\n\n\n
<\/div>\n\n\n\n![\"\"](\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/03\/image-33.png\")
<\/figure><\/div>\n\n\n<\/div>\n\n\n\nWith average onset of mobility disabilities at 52<\/strong>, shifting demographics meant targeting a social first generation was a requirement for future success.<\/p>\n\n\n\n
But\u2026 how to advertise scooters, walking frames, and other mobility aids to a younger, social-first, generation?<\/p>\n\n\n\n
Here’s how it worked.<\/p>\n\n\n\n
<\/div>\n\n\n\nThe surprising role of mobility aids for a new generation<\/h2>\n\n\n\n
For an older audience, mobility aids often mean just that – mobility<\/strong>.<\/p>\n\n\n\n
But using social listening, data mining, and good old-fashioned research – it became clear that the experience of a younger user is different and more complex.<\/p>\n\n\n\n
A mobility aid gives them superpowers<\/strong>, getting them from A to B quicker – or increasing their range and stamina.
But their aids can be a source of tension, frustration, discrimination, and even of fear, in a society unaccustomed to seeing younger people with disabilities.<\/p>\n\n\n\n<\/div>\n\n\n\n![\"\"](\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/03\/image-34.png\")
<\/figure>\n\n\n\n<\/div>\n\n\n\nAnd CareCo couldn\u2019t help but notice the stigma that surrounds their products \u2013 particularly in the 30-60 age group: something they wanted to position themselves against.<\/p>\n\n\n\n
So a successful, against-the-grain campaign needed to emphasise different characteristics<\/strong>:<\/p>\n\n\n\n
<\/div>\n\n\n\n![\"\"](\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/03\/image-35.png\")
<\/figure>\n\n\n\n<\/div>\n\n\n\nPlatform and content preferences<\/h2>\n\n\n\n
86% of millennials use social media on a daily basis: so targeting them on social was key.<\/p>\n\n\n\n
That meant adding a new string to their bow, filling a gap in the existing creative strategy – like the TV ads they used to target the over 65s \ud83d\udc47<\/p>\n\n\n\n
<\/div>\n\n\n\n![\"\"](\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/03\/image-36.png\")
<\/figure>\n\n\n\n<\/div>\n\n\n\nTo resonate and differentiate meant more than putting money behind their TV advert.<\/p>\n\n\n\n
Whether buying for themselves, or a loved one – millennial content preferences are radically different<\/strong>.
The average TikTok is 20 seconds long. To grab the attention of a younger audience, they had to change format \ud83d\udc47<\/p>\n\n\n\n<\/div>\n\n\n\n![\"\"](\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/03\/image-37.png\")
<\/figure>\n\n\n\n<\/div>\n\n\n\nSo CareCo needed a scroll-stopping advert that grabbed attention fast<\/strong>. And it had to be sleek, vibrant and empowering. <\/p>\n\n\n\n
For this, the agency HUB drew their inspiration from the masters of slick, inspirational ad: the tech and sport sectors.<\/strong><\/p>\n\n\n\n
<\/p>\n\n\n\n\n
\n \n \n - Increased social media engagement<\/strong> by 36%<\/strong><\/li>\n\n\n\n