The Canadian National Institute for the Blind
Maximizing Lottery Engagement Through Data-Driven Campaigns
Dog Creative
Male Creative
Female Creative
The Objective
Driving participation and boosting ticket sales for Catch the Ace
The Canadian National Institute for the Blind (CNIB) sought to raise funds for its initiatives by increasing engagement with its Catch the Ace Lottery Campaign. The goal was to reach a broader audience, drive traffic to the website, and convert visits into ticket purchases, ultimately maximizing participation and sustaining interest throughout the campaign.
The Solution
A targeted digital strategy with emotional appeal
Helio implemented a data-driven marketing strategy, focusing on Google Display Ads and paid social media to expand CNIB’s reach and drive conversions. Three distinct creative concepts were developed, each appealing to different audience segments: a guide dog to evoke emotional resonance and align with CNIB’s mission, and male and female winner visuals to diversify appeal and generate excitement. Geo-targeting focused on high-ticket sales regions like Toronto and Ottawa, while continuous campaign optimization—through performance reviews and data analysis—refined bids, creatives, and targeting for maximum impact.
The Results
Increased revenue and broader audience engagement
The campaign delivered impressive results, generating a total revenue of $25,395, with the guide dog creative bringing in $10,635 from 662 transactions, the male winner creative $9,260 from 567 transactions, and the female winner creative $5,500 from 365 transactions. Social media engagement surged, and ticket sales exceeded expectations, driven by the effectiveness of targeted ads and emotionally resonant messaging. Helio’s strategic approach and real-time optimization not only met but exceeded CNIB’s fundraising goals, ensuring the campaign’s success.
