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Exemplar Health Care

Award Winning Paid Social Media Campaign Strategy for Exemplar Health Care

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Creating an innovative campaign that WON the best paid social campaign award at the 2019 Drum Digital Advertising Awards

We often refer to marketing as an investment – not a cost. For Exemplar Health Care they can also add the word ‘saving’ to that. In a growing business, recruiting thousands of staff, HR & recruitment is a huge cost.

So, utilising digital & social media marketing to find new nursing and care staff has created a hugely effective recruitment channel, whilst also saving the business significantly on its recruitment spend.

Wish created and manage large scale social media paid marketing campaigns, servicing the ambitious and growing Exemplar Health Care business very effectively. 

Wish are an incredibly effective agency partner for Exemplar and we work with them on both our offline and online marketing requirements. The Wish Digital team have really opened our eyes to the cost savings and the opportunities presented through social paid marketing. As a rapidly expanding business, we needed an agency who can be proactive and importantly react quickly to our needs as a business. Wish do this and the results we’ve seen across the social campaigns has been nothing short of fantastic.

We can always rely on Wish to provide expert advice and a quick, efficient and thoughtful service.

Kate Thorpe, Head of Marketing at Exemplar Health Care


As Exemplar were an existing print and offline marketing services client, Wish were able to pro-actively propose a solution to these recruitment challenges, to deliver a consistent pipeline of qualified carers and nurses.

The objectives were simple:

1. Create a consistent flow of CV’s, carer and nursing applications into the business.
2. Create a blueprint for new home openings and the recruitment process in the months leading up to the opening.

The campaigns were commissioned in March 2018, following full approval from the board.


Wish Digital developed a digital strategy that encompassed social media and also search & display marketing.

We created geographic and demographically targeted advertising campaigns to generate recruitment leads for each home. Following careful analysis, platforms chosen were Google Ads and Facebook, with additional campaigns for Care Home Managers set up on LinkedIn.

Using the extensive data within Facebook, we were able to very accurately target potential recruits into nursing and care roles. The ads created provide strong messages that entice clicks.

Converting clickers were then sent to dedicated landing pages that the agency created specifically for these campaigns. These pages focus on very relevant messages about the role in question, selling in Exemplar as the fantastic employer that they are. 


The campaign has been hugely successful, not only delivering stunning recruitment figures across the business, but also making savings that would brighten the day of any finance director. Based on the initial period and successful outcome of the campaigns, Exemplar extended the contract with Wish, also incorporating new home campaigns to fill the many jobs that the business is creating as it grows.

The social media campaigns Wish created have provided the company with a constant stream of potential employees for these homes, saving tens of thousands in recruitment costs and delivering a sustainable candidate flow across the organisation.

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