CNIB

Waiting & Training

Goal:

Grow and fund CNIB’s vital Guide Dogs Program by acquiring thousands of new monthly donors. When the pandemic took the world by storm, the need for a CNIB Guide Dogs increased over 300%, leaving thousands of Canadian guide dog users stranded.

 

Solution:

Mission produced two 60 second DITV spots, with PSAs along with two 30 second TV PSAs, online assets with a strategic TV & digital media buy. All assets were strengthened by the participation of Canadian celebrity spokesman, Ben Mulroney. These assets were accompanied by a conversion-based landing page with video, a suite of retargeting display ads and homepage presence. Mission was able to secure a large amount of donated media.

Client  //

CNIB

Type of Fundraising Solution //

Monthly Donor Acquisition

Year //

2020 & 2021

Expertise & Deliverables //

Strategy

(fundraising strategy + creative + video + digital + media + analytics)

Cross-platform media buying

TV - 60 sec & 30 sec PSAs

Online - 60 sec, 30 sec, 15 sec, & 6 sec ads

Mobile responsive landing page and digital experience

Landing page video

Digital display ads

Facebook, Instagram and YouTube video ads

CNIB Guide Dogs - Waiting & Training 60s Video
Play Video
Sponsorpuppies landing page.jpg
Sponsorpuppies2.jpg
CNIB Guide Dog FB Ad 1080x1080.jpg
TCT still for bottom of case study copy.jpg

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