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Deeper connection with audience
Through personalised journey creation
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Enhanced public awareness
By inspiring meaningful actions
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Increase in donations
Through distinct personalised journeys
At a glance
British Heart Foundation aimed to shed light on the critical issue of sudden devastation and highlight how research can play a pivotal role in combating this problem. Through a multifaceted approach involving display advertising, social media, and in-stream platforms, the campaign targeted a specific demographic in the Midlands as a pilot project, with aspirations to expand nationwide. The ultimate goal was to enhance public awareness and increase the propensity to support BHF’s noble cause.
British Heart Foundation (BHF), a distinguished charity organisation dedicated to advancing research in heart and circulatory diseases, embarked on a mission to address the pressing concern of sudden devastation. Their unwavering commitment to making a positive impact led them to explore innovative ways of engaging with the community and garnering support. The challenge they faced was substantial: How could they effectively raise awareness about sudden devastation and, more importantly, translate this awareness into tangible support for their research initiatives?
Recognising the potential of content personalisation to foster deeper engagement with their audience, BHF sought to guide visitors through a more meaningful journey on their website.
The key to their success lay in making each website visit more relevant, thereby increasing engagement and supporting donation journeys.
How Ratio Partners responded
Recognising our expertise in driving campaign engagement through personalisation, BHF chose to work with Ratio Partners. While relatively new to this marketing technique, BHF had full confidence in our ability to enhance their campaign’s impact. Together, we embarked on a journey to harness the potential of content personalisation, striving to create a more engaging experience for BHF’s target audience.
Our collaboration began with a comprehensive measurement framework workshop, which brought key stakeholders together to identify the crucial digital touchpoints for various digital journeys. With this valuable insight in hand, we launched a tailored personalisation campaign to reinforce the ‘Sudden and Unexpected Devastation’ initiative.
Within the campaign, we crafted three distinct personalised journeys: Prevention and Diagnosis, Get Involved, and Community. Each journey was meticulously measured for engagement and impact, and insights were continually shared with BHF’s marketing team. These personalised pathways not only provided visitors with relevant content but also inspired them to take meaningful actions in support of BHF’s noble cause.
The results
The results of this content personalisation initiative were nothing short of remarkable. By connecting with their audience on a more profound level and offering tailored experiences, BHF successfully elevated public awareness and significantly increased support for their crucial research efforts. The ‘Sudden Devastation’ campaign saw substantial growth, and its impact extended far beyond the Midlands, with nationwide aspirations now firmly within reach.
British Heart Foundation’s visionary approach to content personalisation demonstrates the extraordinary potential of personalised content in driving engagement and support for a noble cause.
