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

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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