THE KIDNEY FOUNDATION / FAMILY FEUD CANADA / TRUE MEDIA AGENCY
OBJECTIVE
The Kidney Foundation wanted to create an original sponsorship on several CBC broadcast and digital platforms.
195%
overall achievement
on broadcast
The digital campaign
delivered over
16.8
million impressions
A high CTR of
1.06%
on pre-roll video
Meaningful viewer
engagement
STRATEGY
The wanted to leverage CBC to produce entertaining, informative branded content for The Kidney Foundation to help viewers learn about kidney health, and understand kidney function and importance.
EXECUTION AND PLATFORMS
Centering around World Kidney Day on March 12, 2020, this sponsorship came to life for 6 weeks across CBC platforms. Through a cross-platform sponsorships of CBC, including Family Feud Canada, CBC Main Net, News Net, our program Road to the Olympic Games and a CBC.ca Homepage Takeover our client was able to make a massive impact leading up to, and on World Kidney Day.
They were integrated seamlessly into FFC with an Integrated Audience Survey & 4 custom Ad Break Surveys. Their sponsorship also extended into digital with branding on the FFC show pages. In addition, we created a fun-in-tone custom: 15 spot that aired across CBC. Dubbed the “pee break”, it was a highly effective way to deliver their message.
