DIABETES CANADA – YEAR END CAMPAIGNIntegrated Campaigns
Diabetes Canada needed to inspire more people to join the movement to End Diabetes. Donor insights and past testing helped define a new strategy that played heavily into what we knew inspired donors the most. We created a video that featured a woman living with diabetes, and Dr. Bruce Perkins, Diabetes Canada funded researcher currently working on an artificial pancreas – a new treatment akin to a cure. The video was shared on Facebook and other social channels while integrating the content with email and digital media. Potential donors were directed to a campaign based landing page.
This integrated approach – one we call “The Gin and Tonic approach” pairs creative that cuts through with a strong fundraising proposition that truly motivates people to act. This led to a more engaging experience for donors and exceptional results.
The results on this integrated campaign have been incredible with a cost per acquisition of $75, and online donations increasing 25% year over year.