Children's Hospital of Philadelphia: Paid social + animated/static display
Overview
Project
Refresh CHOP’s evergreen digital display ads.
Challenge
The original ads were one frame with a sad image of a child beside one line of copy: “Please don’t wait to give.” Our challenge was to elevate the concept without overhauling it.
Role
I worked with the writer, ECD and designer on a pivot that changed everything -- while changing very little.
Process
We deconstructed the CTA with basic marketing questions.
What are the consequences of inaction?
What could be lost if people didn’t donate?
But even after a few rounds of copy and design, we were still missing the "why" and the "hope."
The answer was childhood itself.
We built multiple sets of creatives around the joyful milestones no child should miss and connected the audience to the outcome.
Results
“Elaina’s first steps” outperformed the original creative and all new variations.
This creative had the highest conversion rate, >25% higher than the closest competitor.
ROAS ranged from 88 cents higher than the most distant competitor ... to 15 cents higher than the closest one.
+25%
Difference in conversion rate.
+88
Cent difference in ROAS v the worst performer.
+15
Cent difference in ROAS v even the best performer.