American Heart Association

Raising awareness for heart disease through display

Overview:
The American Heart Association is on a mission to fight the #1 killer of women: heart disease.  Rakuten MediaForge worked to help create action around this cause by using engaging, online display ads to raise awareness of the Go Red For Women Initiative.

Strategy:
Rakuten MediaForge ran a pro-bono ad campaign supported by more than 1.3 million ad impressions donated by Specific Media and MediaMath.  Incorporating multiple Go Red For Women brand assets directly into campaign ads, instead of teasing site content and hoping for clicks, greatly improved exposure to brand messaging and calls to action.

The campaign was multi-tier, including behavioral targeting, site retargeting and social media retargeting.

Results:
The result was a highly success brand awareness campaign:

  • Those who engaged with ads registered for the Go Red For Women program 62% more than those who did not receive an ad
  • "Tell Five Friends" conversions were 146% higher among ad engagers
  • Engagers were 152% more likely to view the video "Just A Little Heart Attack"
  • Engagers increased the number of site donations by 90%
  • Those who engaged with ads drove an additional 66% of funds raised on the site
  • Average Donation Value was 67% higher for those who engaged with a Rakuten MediaForge ad
  • Engagers were 393% more likely to visit the site than those who received an ad impression, but didn't engage
  • Those who engaged with the ads viewed "Just A Little Heart Attack" 24% more
American Heart Association

Overview
Rakuten MediaForge partnered with The American Heart Association to increase awareness about heart disease by leveraging state-of-the-art technology.

Solutions/Services
Rakuten MediaForge created dynamic and interactive ads which included social sharing and video features.

Success
Those who engaged with Rakuten MediaForge's interactive ads increased the number of site donations by 90% and drove an additional 66% of the funds raised by the site.