Habitat for Humanity Kamloops is a non-profit housing organization serving Kamloops and communities in the Thompson-Nicola, Columbia-Shuswap, Cariboo, and Fraser-Fort George regions of B.C. to provide safe, decent, and affordable housing. Habitat Kamloops mobilize communities to help families, as well as seniors and veterans, build strength, stability, and self-reliance through attainable housing and homeownership.

Following the success of last year’s car raffle, Habitat’s 2020 marketing plan was to run another campaign with Glacier Media Digital managing the digital efforts. The prize for the latest raffle was a sweet dark cherry red 1968 Pontiac Beaumont convertible with a brand new engine. Once again, the car was restored by the Rust Bros of the History Channel’s TV show, Rust Valley Restorers.

The Challenge

This year, Habitat for Humanity set an audacious revenue target with a classic car of similar value to last year’s campaign. In other words, a higher revenue goal using a similar value proposition.

Due to COVID19, they had the added challenge of not being able to leverage the success of in-person events, an effective marketing tool in their 2019 campaign.

The Diagnosis & Execution

Glacier Media Digital proposed an integrated marketing campaign featuring digital display ads, sponsored content and a focus on paid social ads. Since COVID19, social media consumption has increased 50% (more time at home, more time online). Social ads are highly targeted, trackable, and effective. This presented an opportunity to take advantage of low social ad cost-per-click rates.

The Campaign Results:

Doubling down on digital proved to be a wild success, with over twice as many total tickets sold than in 2020, and of these almost 6 times as many tickets were sold online. 51% of landing page traffic came from paid social ads.

Landing Page:
50,815 Landing Page visits
11.4% landing page conversion rate (ticket sale transaction)

4 million impressions
3,186 clicks
0.08% CTR

Community display:
4.6 million impressions
2,842 clicks
0.06% CTR

3,703,581 impressions
65,408 clicks
1.8% CTR