University Hospitals Kingston Foundation

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Case Studies

University Hospitals Kingston Foundation (UHKF)

Multi-channel online 50/50 lottery fundraising campaigns

0 k

Total Revenue Generated
Jan 2023–Mar 2025

~ %

Consistent ROAS
Across Active Campaigns

> %

CTR Across Campaign Lifetimes

"UHKF has worked with the Helio team since 2021, before they even became Helio, to advertise the Foundation's 50/50 Lottery online in an effective manner. I took over the lottery program and had the privilege of working with Ray and his fabulous team of knowledgeable marketing professionals for the past year, and was immensely happy and proud of the campaign results produced. Having the Helio team's knowledge of advertising in such a regulated sector was the key selling point—their expert collaboration and willingness to evolve from the status quo was a welcomed bonus."

Saige Clark
Digital Marketing Specialist, UHKF

The Objective

Drive Ticket Sales for UHKF 50/50

The University Hospitals Kingston Foundation (UHKF) launched a series of monthly 50/50 lottery campaigns to drive fundraising donations. Running from January 2023, to March 2024, the campaigns focused on reaching Ontario residents through Paid Search, Display, and 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, by focusing on specific age groups, genders, and high-performing regions, the campaign achieved higher click-through rates and better return on ad spend, while reducing wasted impressions on low-engagement segments by refining and aligning messages the impact with the target audience was maximized, driving them to the UHKF 50/50 landing page for seamless ticket purchases.

The Results

From Strategy to Impact: $237K Raised and 600% ROAS Across Multi-Channel Campaigns

Over a two-year period, Helio supported UHKF’s lottery fundraising campaigns across Paid Social, Paid Search, and Display, generating a total of $237,315.08 in revenue between January 2023 and March 2025. This included $127,810.30 from Paid Social, $93,964.79 from Paid Search, and $15,539.99 from Display. The team managed and optimized over 10 creative assets weekly across channels, consistently delivering a return on ad spend between 400% and 600%. Through efficient media spend and refined targeting, and continuous optimization, Helio achieved a 329% reduction in cost-per-click while maintaining a click-through rate above 3% across all active campaigns.

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