Media buying & trafficking
CHEO Foundation
CHEO Foundation’s annual 50/50 lottery has raised millions of dollars in support of the CHEO Children’s Hospital. Spanning a 1.5-2 month period each year, the 50/50 lottery is supported by a conversion-focused marketing campaign.
Services
- Ad trafficking & optimization
- Custom audience segments & remarketing
- Awareness, conversion & competitor targeting programs
- Keyword & audience research
- Analytics & tracking implementation
- Campaign & website reporting
Driving sales in the annual 50/50 draw
Approach
The 50/50 campaign has three main components: traditional media buys, digital media buys, and a substantial email marketing strategy.
With an email marketing list that is used for multiple lotteries and events managed by the Foundation, our strategy needed to be highly considerate of the number of communications sent to each contact. Purpose-built campaigns and a detailed segmentation strategy enabled us to reach past purchasers and subscribers with timely content relevant to their purchase and engagement history.
On digital, our strategy was to target based on interest groups in high-converting areas for the lottery with conversion focused ad creative. Strategy shifts occurred regularly based on cost-per-conversion and revenue amounts from each channel, targeting group, and creative version.
Results
- The 2024 lottery surpassed the 2023 lottery by over 35%.
- Email drove over half of all sales for the 50/50, with a 47% user conversion rate.
- Achieved a 4% average conversion rate on Facebook ads, with an overall marketing ROI of 196%.
