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mediaFORGE Works With American Heart Association to Increase Awareness of Go Red For Women With Engaging Display Ad PlatformOnline Display Campaign Creates Measurable Awareness for American Heart Association's Go Red For Women Initiative (May 31, 2012)
SALT LAKE CITY, UT -- (Marketwire) -- 05/31/12 -- mediaFORGE, the leader in display media innovation, joined forces with the American Heart Association to raise awareness of its Go Red For Women brand. The result was a highly successful online ad campaign demonstrated by increased on-site actions taken by visitors who engaged with a campaign ad compared to those who had not received an ad, including a 62 percent increase in Go Red For Women program registration, an added 146 percent in brand-message sharing, and an average donation value (ADV) 67 percent higher than organic ADV.
mediaFORGE worked with the American Heart Association to run a pro-bono ad campaign aimed at raising awareness about the dangers of heart disease in women. Their effort was supported by a donation of more than 1.3 million ad impressions from their inventory partners, Specific Media and MediaMath. Impressions were used towards behavioral targeting, site retargeting and social media retargeting, allowing the American Heart Association to reach audiences at varying stages of Go Red For Women brand awareness. The campaign was timed around the cause's annual National Wear Red Day on February 3, 2012.
Thanks to its unique dynamic ad platform that enables website-like functionality in banner ads, mediaFORGE was able to integrate multiple Go Red For Women brand assets directly into campaign advertisements. The interactive features, which could be explored directly in the ad, enabled recipients to experience the Go Red For Women brand without leaving the site they were already browsing. In doing this, the campaign was able to deliver a meaningful and memorable Go Red For Women brand experience without requiring recipients to click through to the website.
The American Heart Association is dedicated to saving lives from heart disease and stroke, and raising awareness of this life-threatening health issue is imperative. This being the case, it was important to define campaign success more broadly than influenced donations. Working together, mediaFORGE and the American Heart Association identified additional key performance indicators (KPI) that would demonstrate success in raising Go Red For Women awareness. Here's how they performed:
- Those who engaged with ads registered for the Go Red For Women program 62 percent more than those who did not receive an ad
- Executions of the "Tell Five Friends" feature were 146 percent higher among ad engagers
- Engagers were 152 percent more likely to view the short film "Just a Little Heart Attack," starring actress Elizabeth Banks
- Engaged users increased the number of site donations by 90 percent and drove an additional 66 percent of funds raised on the site
- Average donation value was 67 percent higher for those who engaged with a mediaFORGE ad
In addition to driving an impressive level of awareness for the "Go Red" brand, mediaFORGE also demonstrated its ability to track and measure a brand awareness campaign using meaningful KPIs.
"Running an online display media campaign with mediaFORGE contributed to our Go Red For Women reach during an integral time for the brand," said Director of Consumer Health Strategies, Anu Gandhi. "It's always important to us to utilize new and compelling ways to use our digital brand awareness tools. Working with mediaFORGE enabled us to demonstrate the impact of this marketing channel on improving Go Red For Women awareness during this campaign."
mediaFORGE has a unique ad platform that not only allows it to make its ads interactive, but also track in-ad engagement and tie it to subsequent user actions. Traditionally, this has been extremely valuable in answering conversion attribution concerns created by the view-through metric. This Go Red For Women brand study proves that this innovative technology has value beyond measuring an ad's influence on product/service conversions. It can also help measure less tangible implications that ads are influencing broader awareness of the brand -- something that can't be measured by direct response.
This engagement campaign gives an early-stage look into the strategic insight this technology can provide. Understanding how audiences engage brands over time will give visibility into how they move through the marketing funnel.
"Applying our technology, as we did for the American Heart Association, will empower marketers to make smarter decisions about reaching audiences with a variety of brand profiles and progressing them towards the next tier of awareness," says mediaFORGE CEO, Tony Zito. "We are extremely excited about the landmark learnings we took away from this project, which helped us establish the value of display media beyond direct-response marketing. We look forward to exploring the full potential of this developing product."
Read the full case study at mediaFORGE.com/resources.
mediaFORGE is a dynamic display media company that creates personalized interactive ads proven to engage prospects and increase revenue. Its product suite includes solutions for prospecting, retargeting, loyalty nurturing, and reengaging lapsed-users. With its pioneering shared-revenue pricing model, mediaFORGE clients are only charged for ad engagement attributed to incremental revenue -- never for impressions or view-throughs. With mediaFORGE, online marketers get a genuine strategic partnership with intelligent ads, a low-risk business model, transparent data reports, and best-in-class client service, making it the most compelling path to optimal return on ad spend. For more information, visit mediaFORGE.com.
About Go Red For Women
Go Red For Women is the American Heart Association's national movement, created by women, for women, dedicated to uncovering the truth about women and heart disease: heart disease can kill you or a woman you love. With more women dying of cardiovascular disease than all forms of cancer combined, we are committed to fighting this No. 1 killer that is preventable. For more information please visit GoRedForWomen.org or call 1-888-MY-HEART (1-888-694-3278). The American Heart Association's Go Red For Women movement is nationally sponsored by Macy's and Merck & Co., Inc, with additional support from our cause sponsors.
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