Project Description

Challenge

Alfred Appeal (formerly Father’s Day Appeal) raises money to go towards funding critical care at The Alfred Hospital. This could be in one of the many areas of critical care including trauma services, intensive care, emergency, oncology, cardiology and mental health services as well as needs related to the current COVID-19 pandemic. The challenge for digital was to maximise the value of the media budget while supporting TV and radio to help drive the overall revenue target.

Strategy

To maximise value of the budget, close management and monitoring of the multiple broadcast & premium publisher networks (including Channel 9, 7, 10, News Limited & more) was required. Furthermore, accurate tracking across all conversion points was required for donation revenue measurement.

Approach

To traffic all Display, Video, Native and Search assets via 3rd party adserving then link results with the client’s analytics and set up a transparent real time dashboard for the client to monitor the campaign results in real time.

The Process

Close monitoring through 3rd party ad-serving & dashboard set ups

Gallery

Results

3rd Party Adserving | Display | Pre Roll Video | Search | Native | Real-time Dashboard

>$200k

OVER $200K RAISED

+98%

OVER 98% COMPLETION RATE ON BVOD VIDEO

1,100+

OVER 1,100 DONATIONS

200K+

NEW IN TARGET AUDIENCES REACHED ACROSS BRAND AND HIGH IMPACT MEDIA