Helping to add £500K in new pipeline in six months

George Terry

Appello is a leading telecare provider helping housing associations and local authorities.
They needed to increase brand awareness and drive pipeline growth, while raising awareness of an industry-wide change that will put certain telecare services at risk.
We ran a full-funnel LinkedIn Ads campaign with targeted messaging to educate the market, build awareness and nurture prospects from first touch to conversion.
In six months, we’ve increased brand visibility and helped them generate £500k+ in new business

The increase in brand visibility has been a significant contributor towards building real, high-quality pipeline.
Iain Hockings, Head of Marketing, Appello

Iain Hockings, Head of Marketing, Appello

Background

Appello helps housing associations and local authorities provide safe homes and life-saving assistance for vulnerable residents in supported housing using technology-enabled care (telecare) services.

But with a major industry shift underway, certain types of telecare systems across the sector were already starting to fail, putting lives at risk.

Appello needed to raise awareness of this growing, industry-wide problem and prove why they’re the trusted partner to keep residents safe.

Our approach

We launched a LinkedIn Ads campaign with two clear goals:

Educate housing providers and local authorities on the upcoming industry change and its potential impact.
Raise brand awareness for Appello and position them as the safest, smartest choice for protecting residents.

To support Appello’s relationship-driven sales model and long buying cycles, we developed a full-funnel strategy designed to nurture prospects over time and keep Appello front of mind.

We also added extra layers of problem-unaware ads at the top of the funnel, maximising brand visibility and ensuring that even organisations not yet considering the issue were regularly seeing Appello’s name, message and value.

Top of the funnel ads highlighted key stats and common challenges, helping audiences understand the risks and why action was urgent.
Mid-funnel ads showcased the value of Appello’s digital solutions, backed by powerful messaging and real-world case study results.
Bottom of the funnel led with targeted CTA ads encouraged prospects to take action.

To make every penny count, we built targeted audience lists to reach Appello’s ideal customers. We also used smart retargeting to keep prospects engaged with relevant ads based on their level of interest and intent.

The results

Since the campaign went live in July 2024, it has significantly boosted Appello’s brand awareness and helped generate £500k+ of new business, opening the doors to new partnerships and future growth.

This campaign has enabled Appello to expand our reach, delivering key messages to a wider audience.
Iain Hockings, Head of Marketing, Appello