Like all assisted living facilities in the post-COVID world, Loretto was looking for new, impactful ways to attract and retain patients. To address this challenge, we needed to demonstrate empathy and compassion in addressing the difficult situation families and seniors face. We needed the perfect spokesperson—so we created one. Meet Loretta. She’s kinda feisty and has a little spunk. She’s headstrong, doesn’t really ask for help, but knows when she really could use a hand. Think Sophia from Golden Girls. Now, in her second season, Loretta continues to tell the Loretto story—from a trip on the PACE bus to physical therapy to online home care and more. A relatable character with a sense of humor who viewers can easily say, “that’s my mother, grandmother, grandfather or dad!”

Loretto sought a cost-effective way to leverage the important holiday season, without the expense of producing new TV content. So, with permission from our talent, we created Loretta AI. Using a mix of several AI voice- and image-generating technologies, Loretta AI gave the real Loretta a hand telling her story. Leaning into our insights and the novelty of AI we leveraged social channels that helped Loretto create an impactful, cost-efficient and timely campaign to reach families during a key time of consideration. This phase of the campaign drove additional traffic, generating over 1.5 million impressions and earning more than 2,000 website visits, primarily from new users.