Founded in 1918, The Canadian National Institute for the Blind (CNIB) is a non-profit organization driven to change what it is to be blind today. Alongside innovative programs and advocacy, the CNIB runs monthly fundraiser lotteries called the 50/50 Raffle in which 50% of the proceeds raised supports the CNIB and the other 50% goes to the winner.
Historically, the CNIB 50/50 Raffle’s marketing happened mainly in-stores with a physical booth, but they wanted to adapt the concept for a digital transformation focused on online ticket sales.
Our goal was to amplify the CNIB 50/50 Raffle’s digital presence through paid social advertising and landing page optimization. We tested over 150 variations of creative and ad strategies, seeing if things like dogs or people converted better, or if highlighting the prize amount vs. the cause led to better ROI. The result was their best performing digital campaigns ever.