EarPros: Unlocking Localized Leads at Scale

3.9x

increase in conversion rate

55.3%

reduction in CPA compared to non-localized videos

Objective

For this project, the primary objective for EarPros was to drive hyper-localized leads for the booking of hearing tests. Recognizing the unique needs of the hearing aid (HA) business, where store proximity is especially relevant due to the specific audience of senior consumers, EarPros leveraged city-specific content and localized user-generated content (UGC). By using the Shook platform, they streamlined creative production and built a scalable, localized approach that resonated with audiences across four countries while keeping production costs low. This approach also aimed to optimize key performance metrics, particularly the cost-per-lead (CPL) and conversion rates (CVR).

Solution

Developing a program that could achieve these ambitious results required a significant amount of planning and operational design. For a project that would include over 120 video variations, utilizing the platform to streamline creative production was essential. Shook also created a highly targeted and flexible creative strategy for four different countries centered on relevant and impactful UGC content, incorporating city-specific references.

The campaign employed three key elements:

Hyperlocalization: Videos were adapted to specific cities by mentioning the city name within the content. This approach allowed for highly relevant messaging in each market and strengthened the connection with local audiences.
User-Generated Content (UGC): Authentic user-generated content (UGC) played a vital role in the campaign. UGC increased trust and engagement with potential customers, helping boost conversions.
Silent Concepts: Silent videos were produced with flexible voiceovers for each country, making it easier to scale and localize the content across markets. This approach streamlined production while maintaining relevance in each country.

“Two key factors contributed to the success of our activation with Shook. First, their intuitive platform streamlined our content production process, providing a seamless experience that made scaling our campaigns effortless. Second, the Shook team’s customer-focused approach stood out—they took the time to understand our unique needs and delivered content that truly resonated with our specific audience. The results speak for themselves.”

Matteo Trichilo, Global Head of EarPros

Results

The campaign produced 120 localized videos produced across 10 cities in 4 countries and delivered impressive results across key performance metrics. Hyperlocalization and UGC proved to be game-changers for EarPros, leading to significant improvements in CPA and CVR:

55.3% reduction in CPA compared to non-localized videos
3.9x increase in conversion rate

By creating city-specific content at scale, EarPros was able to connect more effectively with local audiences, reducing acquisition costs and boosting conversion rates significantly.

Brand:

EarPros

Company:

EarPros

Industry:

Consumer Electronics

Target market(s):

U.S., Spain, U.K., & France