Heart Foundation
Marketing audits
Marketing & brand strategy
Media buying and out of home media
Digital marketing & PPC
Conversion rate optimisation
Launching NZ’s first Big Heart Charity Lottery
The Heart Foundation is New Zealand’s heart charity, leading the fight against our single biggest killer – heart disease. They rely on the generosity and goodwill of everyday Kiwis to fund their life-saving research, education, and community work.
When the Covid pandemic arrived, traditional street appeals were halted and a vital revenue stream disappeared almost overnight. The Foundation needed a way to reach supporters, raise funds, and continue their essential work in a rapidly changing environment.
That’s where we came in.
We partnered with the Heart Foundation to plan and launch New Zealand’s first Big Heart Charity online lottery – a digital-first fundraising model designed to help replace in-person donations with an engaging, measurable online experience.
We built a fully integrated media and digital marketing strategy supported by static and animated creative across search, social, display, and email. A new standalone website was designed to make ticket buying simple, secure, and repeatable, with every step of the journey focused on conversion. Behind the scenes, we managed technical integrations with their existing systems to ensure data and reporting flowed seamlessly.
The success of this launch led to a second brief – promoting the Foundation’s flagship home lottery, their largest annual campaign featuring a fully completed home valued at over $1.2 million. With refined targeting, creative, and user experience, we’ve seen continued improvements in engagement and conversion across both lotteries.
Here’s what we brought to the table:
- Marketing audits to understand what was working, what wasn’t, and where the biggest opportunities lay.
- Marketing and brand strategy that aligned their purpose with performance and built trust with supporters.
- Media buying and out-of-home activity to keep the campaign visible and top of mind across NZ.
- Digital marketing and pay-per-click campaigns (PPC) that drove awareness, engagement, and ticket sales online.
- Conversion rate optimisation (CRO) to fine-tune the supporter journey and make every click count.
Results:
- Successful launch of New Zealand’s first digital-led charity lottery
- Strong ticket sales and repeat purchase behaviour
- Improved conversion rates across both fundraising streams
- A sustainable, scalable digital model now embedded in the Foundation’s strategy
A partnership with purpose
For the Heart Foundation, this was more than a response to the pandemic – it was a long-term step towards a stronger, more resilient fundraising model.
For us, it was a chance to use strategy, creativity, and technology to help one of New Zealand’s most trusted charities continue its life-saving work. And that’s something we’re proud to be part of.
