The Kidney Foundation of Canada partnered with illumin to enhance awareness and engagement for their Kidney Car program, an initiative focused on vehicle donations. The campaign was driven by targeted display ads aimed at increasing awareness of the program as well as encouraging them to donate to the cause.
Objective
Kidney Foundation of Canada wanted to boost awareness and user engagement for their Kidney Car program, an initiative focused on vehicle donations. Specifically, the objective was to increase phone calls and car donations in a competitive philanthropic landscape through a targeted digital display campaign.
Campaign Goals
Audience
The campaign targeted a diverse audience aged 35-65, including those with charitable tendencies and vehicle ownership.
Key segments were charitable donors, vehicle owners, socially and environmentally conscious individuals, and online donors who are comfortable with digital contributions.
Strategy
The campaign adopted an always-on strategy with display ads running for several months.
Ads were precisely targeted towards the intended audience, and ongoing monitoring and optimization kept the campaign aligned with key performance goals, particularly CTR and vehicle donations.
Key Insights
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