Proximity

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Full-service creative agency Proximity relishes the opportunity to shine a light on a variety of environmental and social topics. For Germany’s Organ Donation Day, Proximity partnered with the Association Against Death on the Organ Waiting List to launch the world’s first wearable organ donor card – the Gegen den Tod Couture fashion collection. 

Thanks to Ogury Personified Targeting, the agency and the association engaged the right audience and raised awareness on the importance of organ donation. 

Challenge

Germany doesn’t have enough organ donors. There are 9,000 people in the country waiting for an organ to save their life. For years, the Association Against Death on the Organ Waiting List has been steadfast in its pursuit of generating awareness around the importance of organ donation. To ramp up its efforts and grab the attention of the right audience, the association partnered with Proximity to launch the world’s first wearable organ donor card, and enlisted Ogury as the preferred mobile AdTech player. 

Solution

Ogury Personified Targeting was leveraged to accurately reach potential donors at scale. A two-phase mobile campaign was implemented where Ogury first engaged users interested in social responsibility, sustainability and shopping with fully visible and impactful video formats across mobile environments. In the second phase, these users were shown a CPC campaign that helped to drive consideration and redirect quality traffic to Gegen den Tod Couture website. 

Results

This pro-bono mobile campaign was delivered in a fraud-free and brand-safe environment. It produced exceptional results, achieving 82.7% VCR, over 51.5K completed views and 92.7% viewability (IAS standard). The display ad format received a 4.5% CTR, with over 15.5K clicks. Thanks to Ogury and the other partners, 72% of the produced items were sold, which represents an average of 13,000 lives saved. 

Thanks to Ogury’s support and ability to reach the right audience with multi-format video and static campaigns, we have achieved amazing results, while raising awareness of the organ donation shortage and saving many lives.

Susanne Reitmaier
Chairwoman of the Association Against Death on the Organ Waiting List 

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Cordaid case study

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minutes

Cordaid is an international values-based emergency relief and development organization. Amid the global COVID-19 pandemic, Cordaid wanted to create a mobile advertising campaign that raised awareness of its message and encouraged mobile users to engage with a challenge based on Cordaid’s mission: Taking care of others. The challenge, designed by Cordaid, aimed to build long-lasting relationships with these mobile users. To achieve this, they needed a technology partner that could first, identify mobile users who were most likely to become donors, and secondly, reach them with an educational message that would drive qualified traffic to their registration page.

Together with Storm, part of Accenture, they partnered with Ogury to develop a two-phase mobile campaign. Ogury’s activation strategy drove qualified traffic to Cordaid’s registration page and provided powerful insights on their ideal audience profiles, which helped to inform their future advertising strategy.

Challenge

For more than 100 years, Cordaid has been helping people who need it most. With the Coronavirus affecting people worldwide, donations are needed now more than ever. Hence, Cordaid wanted to run an awareness and lead generation campaign on mobile to inspire their key audiences to support others. To achieve this, they needed an advertising technology solution that would enable them to understand their key audiences’ profile and mobile behavior beyond their own website and reach them in a data-safe environment through engaging mobile ad formats.

Solution

Fueled by unique and reliable mobile data insights, Ogury enabled Cordaid to identify its main target audience of potential donors and reach them with a two-phase mobile advertising campaign. First, users were engaged with an innovative video ad format that drove awareness of the cause. Second, these users were shown a static ad format, encouraging them to participate in a five-day challenge to take care of others. Ogury continued to give Cordaid valuable insights after the campaign ended, through its post-campaign personas, which helped to inform their future mobile and targeting strategy.

Results

The mobile video campaign achieved 78.2% Full-creative VCR, surpassing Ogury’s own benchmarks of 67%. The display ad format also scored a 6.2% CTR and an average time spent on the landing page of 168 seconds, demonstrating strong user engagement with the brand’s key message. Finally, the post-campaign personas helped the brand to refine its mobile activation strategy by identifying the most engaged audiences – based on demographics and interests.

We are very happy with the strategy deployed with Ogury and the results we achieved. We now have at our disposal extra key insights about a specific part of our audience that we would never have been able to access without their technology, Ogury Active Insights.

Stefanie Goddijn
Senior Online Strategist at Cordaid (Netherlands)

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American Lung Association and Ogury blog header

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minutes

Approximately 8 million Americans are at high risk for lung cancer. Thanks to an innovative low-dose CT scan screening, early detection of lung cancer is now possible. However, despite the life-changing detection solution, many former smokers aren’t aware of it. The American Lung Association and Ad Council partnered with Ogury to identify and inform former smokers of this innovative technology.

Challenge

Lung cancer is the leading cause of cancer-related death in America, but now there’s hope through early detection. An innovative low-dose CT scan screening can be used to detect lung cancer in the first stages, when it is more likely to be curable. If lung cancer is caught before it spreads, the likelihood of surviving 5 years or more improves to 55%. This life-changing detection solution has the potential to save 25,000 lives, and the American Lung Association and Ad Council have been challenged with identifying and informing former smokers of this technology.

Solution

To reach former smokers with information about this life-changing early detection technology, the American Lung Association and the Ad Council chose to partner with Ogury due to Ogury’s advanced insight into the patient’s mobile user behavior. Ogury leveraged its unique, reliable mobile user and behavior data to help Ad Council build a strategic ‘Saved By The Scan’ campaign. Ogury’s technology uncovered unique insights and affinities of mobile users based on their mobile web and app usage, which included active research of treatment options, symptoms and cancer communities. Ogury’s Data Generation Engine scaled the campaign reach by automatically adding and removing certain criteria based on its performance, continuously learning and refining potential patient profiles. Once these profiles were identified, Ogury optimized the campaign toward driving site visits and scan eligibility quiz completions, by reaching users with high-quality 100% viewable display and video creative.

Results

This campaign surpassed expectations, with Ogury driving nearly 29.6K mobile display site sessions, which was the greatest number of sessions from any partner on the campaign. Ogury achieved a CTR of 8% which met Ad Council’s goal, and a VCR of 85%, which was nearly 15% above benchmark. During the partnership, over 1.5K visitors driven by Ogury achieved the campaign’s primary goal of completing the screening eligibility quiz, with 23% of those users being categorized as ‘high-risk respondents’. Comparatively, Ogury drove the greatest number of quiz completions within the Ad Council’s display partnerships, and ranked within the top 5 for conversion rate at 5%.

Consumers are using their phones more than ever before, so it’s imperative to reach them where they are. Ogury’s support of the Saved By The Scan campaign did just that, raising awareness for Lung Cancer screening and driving the most Risk Assessment quiz completions we’ve seen to date.

Mikaela James
Assistant Media Manager, The Ad Council

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