Mobility Bathing Group – Turning Data Scarcity into Strategic Advantage with Persona-Led Planning

Brief

Mobility Bathing Group serves a uniquely complex audience: older individuals making once-in-a-lifetime purchases and adult children acting on their behalf. The stakes are high, but first-party data is limited, and traditional demographic targeting falls short of capturing nuanced decision-making behaviours.

Our goal? Improve lead-to-sale performance across three brands – Bathing Solutions, Mobility Plus, and Premier Care – without relying on behavioural tracking or deep CRM datasets.

+43% YoY increase in qualified leads from Organic

Strategy

We deployed our Receptivity framework to identify and segment customer personas based on emotional drivers, contextual intent, and real-world feedback. By integrating data from reviews, call centre transcripts, and search behaviour, we tailored campaigns by:

• Audience type (older individuals vs caregivers)
• Messaging tone (independence, peace of mind, ease of installation)
• Content relevance (e.g. health, mobility, safety)

We also layered in media channel and time-of-day insights to reach each audience when they were most likely to engage. Paid search, paid social and content-led SEO all played a role – supported by an ongoing programme of creative testing and CRO improvements.

Despite seasonal spend reductions, we maintained performance by aligning message with moment and streamlining lead pathways across the funnel.

Results

• +43% YoY increase in qualified leads from organic for Bathing Solutions
• +104% YoY increase in leads for Premier Care
• -16% MoM drop in CPL despite holiday season slowdowns
• Brochure conversions from blogs up 67% YoY
• Page speed and SEO improvements placed all sites ahead of competitors

By focusing on insight over volume, we turned a fragmented dataset into a rich source of competitive advantage – unlocking stronger ROI and sustained business growth.

104% YoY increase in leads | 16% drop in CPL