Case Studies           #1 | #2 | #3

CANADIAN CANCER SOCIETY, RELAY FOR LIFE

PROBLEM:
The Canadian Cancer Society wanted to build awareness of the national 2002 Relay For Life program and drive users to find out more information regarding location specific information.

SOLUTION:
Create an Internet specific advertising campaign that is engaging and innovative. The dynamic nature of this advertising attracts user interaction as well as improving brand recognition.

Provide free or low cost internet advertising with high profile Canadian portals such as Sympatico, Canoe, MSN and the Globe and Mail. Target advertising to the demographic most likely to take part in the event.

		EDMONTON, Alberta RED DEER, Alberta Kindersley, Saskatchewan Lloydminster, Saskatchewan Moose Jaw, Saskatchewan Nipawin, Saskatchewan North Battleford, Saskatchewan Prince Albert, Saskatchewan Regina, Saskatchewan Saskatoon, Saskatchewan Swift Current, Saskatchewan Weyburn, Saskatchewan Brandon, Manitoba Winnipeg, Manitoba Barrie, Ontario Belleville, Ontario Brant-Norfolk Burlington, Ontario Caledon, Ontario Fort Frances, Ontario Hamilton-Wentworth, Ontario Kapuskasing, Ontario Kenora, Ontario Kingston, Ontario Kirkland Lake, Ontario Lombardy, Ontario Markham, Ontario Maxville, Ontario Mississauga, Ontario Niagara North Bay, Ontario Oakville, Ontario Oshawa, Ontario Ottawa, Ontario Petawawa, Ontario Peterborough, Ontario Sarnia, Ontario Sault Ste. Marie, Ontario St. Thomas, Ontario Stratford, Ontario Strathroy, Ontario Sudbury, Ontario Thunder Bay, Ontario Tillsonburg, Ontario Toronto, Ontario Waterloo Region Windsor, Ontario Woodstock, Ontario Hull Québec Laval Québec Longueuil Québec Montréal Québec Magog Québec Québec Québec St-Hyacinthe Québec Bathurst, NB Fredericton, NB Miramichi, NB Moncton, NB Saint John, NB Halifax, Nova Scotia Charlottetown, PEI St. John’s, Newfoundland

Add multiple communication tools to ensure users are able to find the information they require. With a single click each ad would send users to the Canadian Cancer Society site as well as create a pre formatted email ready to send to the local organizer nearest to them.

RESULTS:
Free Impressions, Canadian Cancer Society Relay For Life online advertising campaign netted over 4,000 clicks from qualified users, resulting in cost per acquisition of less than $2.50. The campaign helped push the 2002 Relay For Life fundraising total to $7.94 million, almost $2 million over the fundraising goal. This more than doubled the $3.8 million raised in 2001, during which time there was no internet advertising campaign.