Target Audience & Strategy
Ablebook is a social enterprise app built to support individuals with disabilities and other vulnerable groups by offering access to verified services, inclusive information, and exclusive benefits through its AbleCard loyalty program. Despite its clear value, the platform struggled with low awareness and limited traction within its target audience. Our strategy was focused on changing that — positioning Ablebook as both a practical, everyday resource and a mission-led brand that users could trust. By creating high-impact, educational content tailored to the needs and interests of the audience, we aimed to grow visibility, build engagement, and convert interest into app downloads.
Implementation & Creativity
The campaign was executed over a 16-month period through a combination of organic and paid channels. We began with educational social content — designed to inform, build trust, and shift public perception around disability topics — before introducing paid media to scale downloads and engagement. Creative assets were intentionally human-centred: myth-busting posts, accessible design, and content promoting the practical value of the AbleCard. Paid campaigns were optimised for app installs and audience engagement, while organic efforts focused on community-building and raising brand credibility.
Details of Any Challenges Faced and How These Were Overcome
The primary challenge was the lack of familiarity with Ablebook and its offering — especially in a category where services for people with disabilities are often fragmented and poorly communicated. To tackle this, we led with clarity and empathy: making sure each piece of content focused on usefulness, not just awareness. By balancing educational value with social proof and clear calls to action, we were able to gradually build trust among users while also attracting interest from businesses looking to join the platform.
Results & Evaluation
The campaign delivered strong results across both performance and engagement. Ablebook achieved app installs at an average cost of €0.29 per download, significantly outperforming typical CPI benchmarks for niche apps. On social, we generated millions of Facebook impressions, while organically growing Instagram and LinkedIn. These outcomes helped the brand scale awareness, validate its positioning, and increase interest from both individuals and businesses — creating a stronger foundation for long-term growth and expansion.
