Heart & Stroke Captures the Attention of Younger Audiences with Powerful Video Ads
"GrowthAds' extensive audience data enabled us to match the right creative with the right audiences, driving maximum holiday donations to support Heart & Stroke's life-saving work. This approach has been key in reaching new, younger donor groups and shaping our Q4 marketing strategy."
Saadia Shaikh, Senior Media Planner, Neo Media World
28%
Brand lift with traditional audiences
33%
Brand lift after 3+ video ad exposures
Heart & Stroke is one of Canada’s leading health charities, focused on advocacy, education, and funding life-saving research.
Industry
Nonprofit
Brand
Heart & Stroke
Product
BLL, GrowthAds Advertising Platform
Challenge
Heart & Stroke depends on donations to drive critical advancements in heart disease and stroke prevention and recovery. To engage the next generation of donors, they partnered with their agency, Neo Media World, to launch a series of emotionally compelling video ads. The campaign highlighted the ongoing battles and need for continued research from the perspectives of a father, a young woman, and even a baby. Success was measured through brand lift, as they aimed to connect with a younger donor audience using messaging that resonated with them.
Solution
Heart & Stroke leveraged the emotional impact of video as a primer for their direct response strategy. To enhance this full-funnel approach, they utilized Brand Lift Live by GrowthAds™, our real-time brand lift survey technology, to measure awareness gains and optimize targeting for two key audiences: their most engaged donors and new, younger potential donors.
Results
- Brand Lift: Achieved a 28% lift with the traditional 45-64 age group and a 20% lift with the younger 18-34 demographic.
- Frequency: Found that a single video exposure led to a 13% increase in brand lift, while 3+ exposures boosted it by 33%.
- Creative: Confirmed that video was an effective priming tool, engaging both older and younger audiences, and shaping their strategy for the key holiday fundraising season.
The Partnership
Brand: Heart & Stroke
Heart & Stroke is one of Canada’s leading health charities, focused on advocacy, education, and funding vital research to combat heart disease and stroke.
Agency: Neo Media World
Neo Media World is a global digital transformation agency that helps brands across CPG, B2B, and B2C sectors push boundaries and achieve their business objectives.
