University Hospitals Kingston Foundation
Traffic Boost
ROI Achieved
Revenue over an 8-week campaign
The Objective
Drive Year-End Ticket Sales for UHKF 50/50
The University Hospitals Kingston Foundation (UHKF) launched a year-end 50/50 lottery campaign to drive ticket sales and maximize fundraising efforts. Running from October 2024, to December 2024, the campaign focused on reaching Ontario residents through Meta platforms (Facebook & Instagram) with image and animated ads. The campaign highlighted key incentives, including early bird draws, jackpot increases, and ticket purchase deadlines, to create urgency and drive conversions.
The Solution
Multi-Channel Digital Strategy with A/B Testing
To maximize engagement and ticket sales, Helio utilized a strategic digital marketing approach incorporating A/B testing, targeted messaging, and landing page optimization. Multiple ad creatives were tested to identify the most compelling visuals and messaging, emphasizing the jackpot amount, ticket deadlines, and early bird draws. The campaign was optimized to engage Ontario audiences on Facebook and Instagram, while refining and aligning messages to maximize impact with the target audience, driving them to the UHKF 50/50 landing page for seamless ticket purchases.
The Results
From Strategy to Success: 30% Traffic Boost & 273% ROI Achieved
The campaign successfully increased website traffic by 30.21%, growing visits from 7,530 to 9,805, while achieving strong click-through rates (14.38% for search ads and 2.65% for social ads). It generated 632 leads at a cost per lead of $9.49, with a 4.97% conversion rate and a total revenue of over $22,000.00. Additionally, organic search traffic grew by 28.54%, further enhancing visibility. With an impressive ROI of 273.83%, this campaign effectively drove engagement, increased ticket sales, and strengthened UHKF’s digital fundraising strategy, setting a strong foundation for future initiatives.
