Blue Cross

Smarter Targeting, Bigger Impact: Blue Cross’ Fundraising Breakthrough 

Blue Cross wanted to extend the impact of its latest TV campaign by turning awareness into action. Working with media partner Samba TV on TV exposure data, the goal was to retarget audiences who had already seen the ad, reinforce messaging across channels, and drive both regular and cash donations more efficiently.

What we did

Working with Samba TV, we used postcode-level TV exposure data to identify the top 10% of households most exposed to the Blue Cross TV ad. These audiences were then retargeted on Meta with creative aligned to the TV messaging, reinforcing recognition and intent.

 

What we did

By focusing spend on TV-exposed audiences, we shifted from broad targeting to highly motivated donors, driving stronger engagement and conversion.

Targeting TV-exposed audiences delivered clear performance gains across gifting and efficiency.

+63% increase in regular gifting vs target
+11% higher average gift value
+27% higher CTR vs benchmarks

The campaign delivered strong performance across gifting volume, value, and efficiency, demonstrating the power of TV-driven retargeting. In addition, Samba TV Geo Audiences delivered a higher proportion of regular donors (44% vs 34% from Meta audiences) and achieved a 9% lower CPA, proving that targeting TV-exposed audiences not only drove more donations, but did so more efficiently.

  • 63%

    Increase in regular gifting vs target

  • 11%

    Higher average gift value

  • 27%

    Higher CTR vs benchmarks

Our work

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