HEART & STROKEDRTV
Heart & Stroke was looking to grow their monthly donor base and test DRTV in the process.
Emotion is critical to an effective DRTV spot, so the creative strategy stage of this campaign was very important. We knew that losing a loved one – or fearing that loss – can make people feel helpless. But hearing there is breakthrough research that can save loved ones helps give control back. The way in to the rational part of the mind that commits to monthly support is through research. However, giving comes from the heart, so you must capture someone emotionally first.
The monthly acquisition campaign was TV-led with :60 buy over 4 weeks, supported with Google search ads, Facebook ads, and Google display remarketing. All assets drove to a monthly conversion-based landing page hosting a longer version of the video, sharing more about the story and research. It drove ten times the usual number of monthly sign-ups in this time-period, and it proved that DRTV is a viable channel for the organization.