Interactive video ads help nonprofit breast cancer organization increase online donations in the face of COVID-19 pandemic
Susan G. Komen®, the world’s leading breast cancer organization, partnered with multi-award-winning video technology company KERV Interactive to drive donations and education through a series of online video ads during this year’s National Breast Cancer Awareness Month. By utilizing the interactive video activations, Komen was able to significantly lower its cost per donation, generating more than three times the donations compared to its non-interactive video campaigns.
Driving revenue through the organization’s digital campaigns was critically important this year, as Komen, like many nonprofits, faced fundraising challenges from election year headwinds and limitations of traditional peer-to-peer fundraising programs caused by the COVID-19 pandemic. KERV added interactivity, and more than 40 uniquely defined points of engagement, to two existing Komen videos — with more in the queue for December. This interactive layer optimized the video ad’s capabilities by including website-like efficiencies that drove awareness and monetization opportunities for qualified donors and targeted audiences.
On top of direct donation paths within the video experience, viewers gained more convenient access to vital information, facts and statistics with links to risk assessment tools, early detection resources, information about treatment, support and more. Using interactive video to enhance the organization’s storytelling proved successful and yielded sizable donations.
Not only did KERV help Komen drive more donations, the tech pioneers also garnered more than a 100% month over month increase to the campaign’s video advertising click-through-rate (CTR) and interactivity. The campaign has already generated over 20,000 interactions and over 5,000 object-level engagements with upcoming months projected to perform even stronger as action-based connected TV (CTV) is incorporated into the mix. Additionally, KERV’s sequential, interaction-based retargeting strategies that are already running have averaged nearly a 6% CTR and over a 50% interaction rate.
“As 1 in 8 women will be diagnosed with breast cancer at some point in her lifetime and more than 42,000 are expected to die each year, we must continue to be innovative to raise the funds needed to save lives from breast cancer,” said Michelle Strong, vice president of marketing strategy at Susan G. Komen. “Thanks to the help of partners like KERV Interactive, we are able to continue our education and fundraising initiatives that support breakthrough research, advocacy, and lifesaving support for people facing breast cancer today.”
“It is truly rewarding to have our technology make a monumental impact in the fight against breast cancer,” said Marika Roque, COO of KERV Interactive. “KERV is revolutionizing the interactive and online video space with patented, data-driven techniques that are proven to be successful for many brands across multiple verticals. We look forward to continuing to push the digital marketing industry forward and play a significant role in helping brands and agencies reach their performance marketing goals.”
About KERV Interactive
Based in Austin, Texas, KERV Interactive is the world’s most advanced interactive content and data company and is revolutionizing the future of video engagement through dimensional storytelling. KERV’s digital advertising platform was built on cutting-edge, patented technology and adds extraordinary value to brands, agencies, and creative and data-science teams by creating audience-to-brand connections within video like never before. Leveraging breakthrough machine learning techniques and AI with unmatched processing speed, the KERV technology recognizes depth, dimension, and objects within a video just as precisely as the natural eye. KERV enables every frame in every scene of any digital video to be an immersive, interactive experience for consumers.