FROM SILVER TO GOLD:
BRAND CONTENT THAT STICKS WITH SENIORS
CASE STUDY
Senior living content means talking about what matters. Medicare, support services, or finding somewhere to call home: these are complex and sometimes emotional topics, intended for an audience with a wide range of experiences and abilities. That’s why StoryStudio builds senior-focused content that’s easy to engage with and trust. From ADA-compliant hubs to local stories that speak to real life, StoryStudio meets people where they are, building stories with clear layouts, human language, and a deep respect for the many different ways we age.
In a space where trust is everything, the best storytelling offers comfort, clarity, and a little peace of mind.
The Challenge
By 2030, one in four Californians will be over 60 — a shift that will affect healthcare, housing, transportation, and more. The California Department of Aging (CDA) needed to reach this growing audience with programs that could truly help. But government info isn’t always easy to find or understand. The CDA had to turn a tangle of services into clear, accessible content across platforms, devices, and ability levels.
The agency partnered with StoryStudio and SFGATE to build a Branded Hub specifically designed for older adults and their families. The campaign included 16 custom stories highlighting practical, empowering resources — covering everything from housing and caregiving to digital literacy and senior discounts. Every piece was built to meet ADA and WCAG standards. Unlike most randed campaigns, this one didn’t disappear after the run. It now lives permanently on the state’s official .GOV site, giving California long-term visibility and full control of the content moving forward.
Our Approach
The Outcome
The Challenge
HarborChase runs senior living communities nationwide, each shaped by its own mix of care, warmth, and community. But in a crowded market, when families are looking close to home, even standout communities can get overlooked. The goal was to raise the profile of multiple HarborChase properties at once, while still capturing what made each one special.
Our Approach
StoryStudio rolled out a series of 18 market-specific stories, each tailored to the local community. The framework highlighted HarborChase’s signature blend of hospitality and care, but the details shifted to reflect each community’s local flavor. Readers got a glimpse of daily life inside HarborChase– chef-prepared meals, lively gatherings, and memory care delivered with dignity.
The Outcome
0.54%
CTR
More than triple the industry benchmark – proof that local storytelling combined with powerful distribution is a winning strategy.
26,119
ENGAGEMENTS
Thousands of potential residents and their families spent 30+ seconds with the content.
3,379,914 IMPRESSIONS
Native ads delivered nearly 3.4 million impressions to target audiences.
The challenge
Open Enrollment is a busy time of year for Medicare-eligible adults. HealthTeam Advantage wanted to break through a highly regulated space with a message that felt clear, trustworthy, and easy to act on. That meant reaching millions of seniors already juggling a flood of information and helping them make confident decisions.
Our Approach
StoryStudio partnered with North Carolina’s WXII to produce a High-Impact Layout that cut through the complexities of Medicare and made the details feel less overwhelming. HealthTeam Advantage stood out as a steady, local voice in a confusing space – more like a neighbor who knows the ropes than a company pushing a product. The layout kept things clear and compliant, weaving together plan details, wellness perks, and real-life scenarios in a tone that felt approachable.
The Outcome
BETTER MESSAGING FOR THE NEXT CHAPTER
Aging doesn’t come with a manual – but it does come with questions. Big ones. About healthcare, housing, support, and how it’s all supposed to work. StoryStudio helps brands meet those moments with language that’s calm, useful, and easy to take in. We create content built for real lives. Whether it’s a statewide program or a flyer at the senior center, a Medicare explainer or a nudge in the right direction, we help brands show up when it counts with the kind of guidance that makes tough decisions feel a little less impossible.
Let's Talk COntent
Client 1
Client 2
Client 3
CASE
STUDY:
01
California Department of Aging
02
HarborChase
03
HealthTeam Advantage
Click to view each case study.
01
California Department of Aging
02
HarborChase
03
HealthTeam Advantage
20,991 OUTBOUND CLICKS
Over 20K readers went deeper, using embedded links to explore tools and services on aging.ca.gov.
71,569 ENGAGEMENTS
Readers stayed with the content for 30 seconds or longer, showing sustained interest in senior-specific resources.
91,958,790 IMPRESSIONS
Native ads delivered nearly 92M impressions to target audiences.
0.51%
CTR
More than 3x the industry average, showing that clarity and trust still drive results even in a crowded category.
6,332 ENGAGEMENTS
Readers stayed with the content for 30 seconds or longer, showing sustained interest in senior-specific resources.
1,037,039 IMPRESSIONS
Native ads delivered over 1M impressions to seniors in North Carolina.
StoryStudio rolled out a series of 18 market-specific stories, each tailored to the local community. The framework highlighted HarborChase’s signature blend of hospitality and care, but the details shifted to reflect each community’s local flavor. Readers got a glimpse of daily life inside HarborChase: chef-prepared meals, lively gatherings, and memory care delivered with dignity.
The Outcome
0.51%
CTR
More than 3x the industry average, showing that clarity and trust still drive results even in a crowded category.
6,332
ENGAGEMENTS
Readers stayed with the content for 30 seconds or longer, showing sustained interest in senior-specific resources.
1,037,039
IMPRESSIONS
Native ads delivered over 1 million impressions to seniors in North Carolina.
