The Lively Cares campaign was designed to shine a spotlight on the Jitterbug Smart4 while celebrating the meaningful connections that help older adults live confidently and independently. At its heart, the campaign focused on empowerment — showing how aging loved ones can feel safe, supported, and connected to the people who matter most, while families gain invaluable peace of mind knowing help is always within reach.
Through warm, relatable storytelling, we highlighted how the Jitterbug Smart4 fits naturally into everyday life. Whether it was a quick check-in call, a ride to a doctor’s appointment, or the reassurance of having access to emergency support, the device was positioned as more than just a phone. It became a symbol of freedom, confidence, and continued independence for seniors who want to stay active and engaged in their communities.
A key goal of the campaign was to drive brand awareness while clearly communicating the simplicity and accessibility of the Jitterbug Smart4. We emphasized its easy-to-use design, straightforward interface, and senior-friendly features that remove the intimidation often associated with technology. At the same time, we reinforced its value as a cost-effective solution that delivers both safety and connection without unnecessary complexity.
Ultimately, Lively Cares told a story about caring made easier through thoughtful technology — supporting older adults in living life on their terms while giving families the comfort of knowing their loved ones are never truly alone.
Partnering with aging creators, caregivers, and even grandchildren, we developed a heartfelt campaign that highlighted how the Jitterbug Smart4 naturally fits into the daily lives of older adults and the families who care about them most. Rather than focusing solely on product features, the campaign centered on real-life moments — morning check-ins, rides to appointments, video calls with grandchildren, and everyday routines made easier through simple, intuitive technology. Each story reinforced the same message: peace of mind comes from knowing help is always just a tap away.
Creators demonstrated how the Jitterbug Smart4 supports both independence and connection. Features like Lively Rides empowered older adults to maintain their routines without relying on family members for transportation, while the Urgent Response button offered reassurance that assistance is available anytime, anywhere. Through authentic storytelling, audiences saw how the device was not just a phone, but a tool that supports confidence, safety, and dignity in aging.
Working with aging creators brings unique and meaningful opportunities, but it also requires a thoughtful and flexible creative approach. Many older influencers are newer to content creation or may not be accustomed to translating brand messaging into visual storytelling. Because of this, our team provided hands-on creative guidance — from concept development to shot lists — ensuring each piece of content felt natural to the creator while still clearly showcasing the product’s benefits. This collaborative process allowed us to preserve the creator’s voice and authenticity while delivering strong brand alignment.
One of the most powerful aspects of the campaign was the multi-generational perspective. Caregivers and grandchildren offered emotional context, sharing how the Jitterbug Smart4 gave them reassurance when they couldn’t be physically present. These voices helped broaden the narrative from individual use to family impact, illustrating how technology can strengthen relationships while supporting independence.
During the course of the campaign, we encountered an unexpected and deeply human challenge. One creator experienced the passing of their aging loved one while in the process of developing content. Our priority immediately shifted from production timelines to compassion and support. We paused deliverables, expressed our condolences, and ensured the creator felt no pressure to continue. While grieving alongside them, we also had to thoughtfully adjust our campaign plan, identifying alternative creators who could step in to help carry the message forward.
This moment reinforced the sensitivity required when working in the aging and caregiving space. Life events are deeply personal, and our role as brand partners extends beyond deliverables — it includes empathy, patience, and respect. By approaching the situation with care, we were able to maintain the integrity of the campaign while honoring the real experiences behind the stories being told.
Ultimately, the campaign succeeded in showing that the Jitterbug Smart4 is more than a device — it’s a source of freedom for older adults and reassurance for the people who love them.
Through a strategic blend of organic influencer content, paid boosting efforts, and social reposting across our @livelysocial channel, the campaign generated significant engagement and measurable performance. By meeting audiences where they already spend their time online and reinforcing key messages across multiple touchpoints, we successfully drove nearly 213,000 link clicks to our dedicated landing page, supported by a custom discount code that encouraged action and made it easy for families to explore the product further.
Beyond traffic, the campaign delivered meaningful shifts in how audiences viewed the brand and its devices. Comment sections were filled with positive sentiment, personal stories, and thoughtful questions from caregivers and older adults alike. These conversations signaled growing trust and helped reshape perceptions of the Jitterbug Smart4 — not just as a phone, but as a reliable companion that supports both independence and safety. Audiences responded strongly to the idea that staying connected and having access to help could be simple, affordable, and designed specifically with seniors in mind.
Our social presence also saw measurable growth, with a 9.14% increase in followers during the campaign period. This growth reflected not only heightened visibility, but genuine interest in ongoing content and resources from the brand. Most importantly, we created impactful, story-driven content that resonated deeply, sparking conversations organically while also performing effectively in boosted placements — extending reach while maintaining authenticity and emotional connection.
