Case Study
Maximize brand reach with illumin
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
Raise brand awareness and user engagement
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
Conversions and optimization
- Raise awareness around the Kidney Car program.
- Drive traffic to Kidney Car website via display ads (CTR goal > 0.15%).
- Increase vehicle donations through targeted display ads.
Audience
Diverse mix of relevant audience segments
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
An optimized and targeted approach
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
- Record-breaking engagement: April saw 170 phone calls, surpassing the previous high of 92.
- Surge in donations: Car donations jumped to 47 in April, up from an average of 6 per month.
- Significant call growth: Calls increased by 45% from Q1 to April.
- Strong ad performance: Hovering around 0.35%, display ads are exceeding the target CTR.
“Working with illumin has transformed our Kidney Car program. We’ve seen record engagement, a surge in donations, and a sharp rise in calls. Their targeted approach allowed us to reach the right audience and make a real impact on our mission.”
Christine AhrensManager, Communications, Marketing & Events for Kidney Foundation of Canada
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