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Cerebral Palsy Alliance

CAMPAIGN

STEPtember

WHAT WE DID

We produced a full suite of motivating creative assets, encouraging Aussies to dig deep for people living with Cerebral Palsy, tailoring the campaign with real-time optimisations.

Raising the revenue roof with CPA

The Challenge

With 2021 COVID lockdowns seriously limiting the country’s movement, acquiring STEPtember participants to take 10,000 steps a day was far from a walk in the park.


The Approach

In a difficult time for all Australians, we produced a full suite of motivating TVC, Social and OOH assets, encouraging Aussies to dig deep for people living with Cerebral Palsy. As lockdown restrictions changed daily, on the fly creative adjustments were made to reflect the ‘new normal’, ensuring creative was sensitive to the hardships of the pandemic.


The Result 

The campaign leveraged innovative first-party data management to shape audiences and creative, resulting in a +64% lift in funds raised YOY, and contributed to a total 28 million dollars raised over the two-year campaign period. ROI lifted from 3.0x to 4.8 times YOY. A 16% increase in participant fundraising activation was recorded with retention rates also seeing a remarkable increase of 27%, surpassing campaign benchmarks.  







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