Good Angel: "We've checked to see if our campaign is paying off.“

As a rule, non-profit organizations cannot afford to throw money out the window. The Good Angel Foundation wanted to see if its advertising campaign was having an effect.

Behavio helped with

Challenge

Good Angel needed to test their latest TV ad and digital campaign to ensure they were maximizing their limited marketing budget.

Insight

Both ads elicited positive emotions, but the TV ad lacked branding when emotions peaked, while the static image suffered from poor message recall.

Impact

With Behavio’s recommendations, Good Angel refined their ads to improve branding and message recall, leading to more effective campaigns.

Progress

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Background‍

Good Angel is a charitable foundation dedicated to supporting families with children facing serious illnesses. The foundation’s marketing budget is limited, so ensuring that each campaign is effective is essential.

For their latest campaign, Good Angel tested a 30-second TV ad and a static visual for digital and social media to maximize the impact of their marketing spend.

Pain Point‍

Good Angel wanted to make sure their ads were driving the most value possible with their limited resources. They needed to test whether their TV ad and digital campaign were engaging their audience effectively and increasing brand recognition.

"Appreciate the friendly and efficient cooperation with Behavio. The results of the analysis will help us get a better and more detailed understanding of our brand perception and communication efficiency."

Zuzana Vitkova

Marketing & PR

Behavio’s Insight‍

Testing revealed that both ads triggered overwhelmingly positive emotional responses, but there were issues with brand recognition.

The TV ad lacked strong branding during the emotional peak, which diminished its impact. The static image had a similar issue with poor message recall, even though it was well-received emotionally.

Outcome‍

With Behavio’s insights, Good Angel made key improvements to their ad campaigns, such as incorporating the brand’s angel symbol early in the video to connect the message with the brand.

These changes allowed Good Angel to maintain strong brand recognition while also evoking positive emotions, making their marketing efforts more effective.